Jobs to be Done (JTBD)
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Why do customers choose one product over another? What drives them to pick a specific service, even if there are countless alternatives on the market? These questions are at the heart of the Jobs to be Done (JTBD) framework, a powerful concept that helps businesses see beyond traditional demographics or product features. Developed by Clayton Christensen, JTBD offers a fresh perspective, focusing on the underlying “job” a customer hires a product or service to perform. By understanding the real reasons behind customer choices, companies can design better solutions that directly address those needs.
Think about it this way: customers don’t just buy products… they hire them to do a job. This job might be functional, like needing a tool that drills a hole, or emotional, like wanting to feel accomplished or gain social recognition. For example, when someone buys a luxury watch, it’s not just about knowing the time; it’s also about expressing status and achievement. Recognizing these deeper motivations allows businesses to create products that truly resonate with their target audience.
Consider the success stories of companies like Apple and Airbnb, which have thrived by aligning their products with customer jobs. Apple’s iPod wasn’t just a device that played music; it was a solution that made it easy for people to carry their entire music library wherever they went. Similarly, Airbnb didn’t just offer an alternative to hotels—it provided travelers with a way to find unique, affordable accommodations that felt more like home. These companies thrived because they understood the job their products were being hired to do, and they crafted their offerings accordingly.
The JTBD framework doesn’t just focus on the “what” of customer behavior; it digs into the “why.” It’s about understanding the circumstances that shape customer needs, like time constraints, budget limitations, or specific challenges. For instance, McDonald’s famously used the JTBD theory to improve their milkshake sales. They discovered that many customers bought milkshakes in the morning because they were a convenient breakfast option that lasted through a long commute. By identifying this job, McDonald’s was able to tailor their product to better satisfy that need, resulting in increased sales.
Implementing JTBD requires a shift in perspective—seeing your product not just as a set of features, but as a solution that fits into your customers’ lives. It involves diving deep into customer experiences, mapping out their journey, and identifying the moments when they need help or when a specific job arises. Whether through interviews, surveys, or observing real-world behavior, businesses can uncover the jobs customers are trying to get done and adapt their offerings accordingly.
But the journey doesn’t end with identifying jobs. It’s also about delivering outcomes that matter. Customers don’t just want a product; they want results, whether that’s saving time, reducing stress, or achieving a particular goal. By focusing on these desired outcomes, businesses can innovate in ways that truly meet customer needs, creating loyal users and sustained growth.
In the following discussion, we’ll break down the key principles of JTBD, how to identify the core jobs customers are looking to fulfill, and real-world examples of how this framework can drive product development. From conducting customer interviews to mapping the user journey, you’ll gain practical insights into leveraging the JTBD framework to create products that truly matter to your customers.
What is JTBD
The Jobs to be Done (JTBD) framework, developed by Clayton Christensen, helps businesses understand why customers purchase products or services by focusing on the “job” the product is hired to perform. This approach goes beyond traditional segmentation, considering both functional and emotional needs that drive customer behavior. By identifying customer jobs, understanding their circumstances, and focusing on desired outcomes, companies can innovate and create solutions that meet these deeper motivations, as seen with products like Apple’s iPod or Airbnb’s platform.
Key Principles of JTBD
Customer Jobs
Functional Jobs: Practical tasks that customers need to complete (e.g., drilling a hole).
Emotional Jobs: Personal or social aspects influencing the decision (e.g., feeling of accomplishment, gaining social approval).
Circumstances
The situational context in which the job arises (e.g., time constraints, environmental factors).
Outcomes
The desired results or benefits customers seek (e.g., efficiency, satisfaction).
“As a professional, when purchasing a luxury watch, I want to feel a sense of accomplishment and recognition, so that I can express my success and status to others.”
Identifying JTBD
Conducting Customer Interviews
Ask customers about specific experiences and the motivations behind their choices.
Identify patterns in their responses to uncover common jobs.
Mapping the Customer Journey
Document touch points and pain points to understand the customer's experience.
JTBD Framework
[As a ...] [When ...] [I want to ...] [So I can ...]
Example: As a busy professional, when I am commuting, I want to listen to educational podcasts, so I can learn new skills on the go.
Applying JTBD in Product Development
Ideation
Generate ideas based on identified jobs.
Use brainstorming sessions and creative thinking techniques.
Prototyping
Develop prototypes that address customer jobs.
Focus on creating solutions that meet both functional and emotional needs.
Real World Examples
Case Study 1: Apple iPod
Job: Provide portable music on-the-go.
Solution: The iPod and iTunes ecosystem allowed users to carry their music library and easily purchase new songs.
Case Study 2: Airbnb
Job: Find unique, affordable accommodations.
Solution: An online platform that connects travelers with hosts offering diverse lodging options.
McDonalds Milkshake
Understanding the Job
McDonald's used JTBD theory to understand why customers buy milkshakes. They discovered customers often bought milkshakes in the morning for their commute.
Functional Job
Provide a convenient, easy-to-consume breakfast that lasts through the commute.
Emotional Job
Feeling of treating oneself, making the commute more enjoyable.
Outcome
McDonald's improved their milkshake offerings to better meet these needs, resulting in increased sales.
Challenges and Considerations
Complex Jobs
Some jobs are multi-faceted and require detailed analysis.
Involve both functional and emotional components.
Changing Circumstances
Customer needs and circumstances may evolve over time.
Stay agile and continuously gather customer insights.
Balancing Innovation and Practicality
Ensure solutions are innovative yet feasible and marketable.
Balance creativity with practicality in implementation.
“As a business leader, when managing a remote workforce, I want to ensure productivity, collaboration, and employee well-being, so that my team can perform effectively and stay engaged, regardless of their location.”
Creating a Robust Help Desk Solution Using JTBD Theory
“As an employee working on critical projects, when I encounter a technical issue that disrupts my work, I want to receive quick and efficient support through multiple channels so I can resume my work with minimal delay and avoid missing deadlines.”
“As an IT administrator managing support requests, when I handle multiple technical issues simultaneously, I want to prioritize and resolve tickets efficiently with real-time updates and data insights so I can minimize downtime, improve team productivity, and maintain trust in the IT support system.”
Identify the Job to be Done
Functional Job
For Employees: Provide timely, accurate, and efficient technical support to resolve IT issues.
For IT Administrators: Streamline the management and resolution of technical issues to minimize downtime and improve productivity.
Emotional Job
For Employees: Reduce frustration and anxiety by ensuring that technical problems are resolved quickly and efficiently.
For IT Administrators: Gain confidence in the support system’s ability to handle issues effectively, thereby improving team morale and trust.
Understand the Circumstances
For IT Administrators
Scenario: An employee is working on a critical project with a tight deadline, and their computer suddenly crashes.
Context: The employee needs immediate assistance to get back to work without missing the deadline.
For Employees
Scenario: The IT department is handling multiple requests simultaneously, and they need a system that prioritizes and manages tickets efficiently.
Context: The IT team is under pressure to keep the business running smoothly, especially during peak times or major projects.
Define the Desired Outcomes
For Employees
Quick resolution of IT issues to minimize work disruption.
Easy access to help desk services (e.g., through multiple channels like chat, email, phone).
Clear communication about the status of their requests.
For IT Administrators
Efficient ticket management system that prioritizes urgent issues.
Ability to track and analyze recurring issues to prevent future problems.
Integrated knowledge base to help resolve common issues faster.
Develop the Solution
Enable employees to submit tickets via chat, email, phone, or a web portal.
Include a self-service knowledge base that employees can access for common issues.
Use AI to categorize and prioritize tickets based on urgency and impact.
Provide IT administrators with tools to analyze ticket data, identify trends, and improve service over time.
Provide employees with real-time updates on the status of their tickets.
Test and Iterate
Continuously gather feedback from users to identify pain points and opportunities for improvement.
Refine the help desk solution based on feedback, focusing on improving user experience and support efficiency.
Launch the help desk solution with a small group of employees and IT administrators to gather feedback.
Resources
"Competing Against Luck" by Clayton Christensen.
Harvard Business Review articles on JTBD.
JTBD framework templates and guides.
