The Jobs to Be Done (JTBD) framework is a practical approach to innovation and product development that helps you get to the heart of what your customers really want. In this article, we’ll break down the key ideas behind JTBD, show you how to start using it within your organization, and give you some real-world examples of how it works in action.
1. Understanding the Jobs to Be Done Framework
1.1 Core Concept
The fundamental idea behind JTBD is that customers don’t simply buy products or services; they “hire” them to get a job done. This job could be functional, emotional, or social. By understanding these jobs, companies can create more innovative and targeted solutions.
1.2 Key Principles
- Focus on the job, not the customer: Instead of segmenting customers based on demographics, JTBD focuses on the specific tasks or goals customers are trying to accomplish.
- Understand the context: Jobs exist within specific circumstances and situations. Understanding this context is crucial for identifying opportunities.
- Identify both functional and emotional aspects: Jobs often have both practical and emotional components that need to be addressed.
- Look for workarounds: Existing solutions or makeshift approaches can provide insights into unmet needs.
- Consider competing solutions: The true competition may not be obvious at first glance.
2. Adopting the Jobs to Be Done Framework
Implementing JTBD in an organization requires a shift in mindset and approach. Here’s a step-by-step guide to adopting this framework:
2.1 Educate Your Team
- Conduct workshops: Organize training sessions to introduce the JTBD concept to your team.
- Share case studies: Provide real-world examples of how JTBD has been successfully applied in various industries.
- Encourage cross-functional understanding: Ensure that all departments, from product development to marketing, understand and embrace the framework.
2.2 Identify Jobs
- Conduct customer interviews: Use open-ended questions to understand what customers are trying to accomplish.
- Observe customers in context: Watch how customers use your product or service in their natural environment.
- Analyze customer complaints and support tickets: These can reveal unmet needs or jobs that are poorly served.
- Use the “5 Whys” technique: Dig deeper into customer motivations by repeatedly asking “why” to uncover the root job.
2.3 Create Job Statements
Formulate clear, actionable job statements using this format:
[When _ (situation), I want to (motivation), so I can __ (expected outcome).]
2.4 Prioritize Jobs
- Assess job importance: Evaluate how critical each job is to customers.
- Measure current satisfaction: Determine how well existing solutions fulfill each job.
- Identify opportunities: Focus on high-importance jobs with low satisfaction levels.
2.5 Develop Solutions
- Brainstorm ideas: Generate potential solutions that address the prioritized jobs.
- Prototype and test: Create minimum viable products (MVPs) to test how well they fulfill the identified jobs.
- Iterate based on feedback: Continuously refine your solutions based on customer responses.
2.6 Align Organization
- Adjust metrics: Develop new KPIs that reflect job fulfillment rather than traditional product-centric measures.
- Realign teams: Organize cross-functional teams around specific jobs rather than product lines.
- Update processes: Modify product development and marketing processes to incorporate JTBD thinking.
3. Examples of Jobs to Be Done in Action
3.1 Milk Shake Study (Clayton Christensen)
Context: A fast-food chain wanted to increase milkshake sales.
Traditional Approach: The chain tried to improve the product based on customer feedback about taste and thickness, but sales didn’t increase.
JTBD Approach: Researchers observed that many customers bought milkshakes in the morning. The job: “Give me something to make my commute more interesting and stave off hunger until lunch.”
Solution: The chain created a breakfast milkshake that was thicker (to last the whole commute) and had bits of fruit (to make it more interesting). Morning milkshake sales increased significantly.
3.2 Airbnb
Job to Be Done: “Help me feel like a local and have a unique, personalized travel experience while saving money.”
Solution: Airbnb’s platform allows travelers to stay in local homes, often in residential neighborhoods, providing a more authentic experience than traditional hotels. They also added features like local experiences hosted by residents to further fulfill this job.
3.3 Netflix
Job to Be Done: “Entertain me with engaging content that I can watch on my own schedule without interruptions.”
Solution: Netflix evolved from a DVD rental service to a streaming platform with original content. They use data analytics to recommend personalized content and release entire seasons at once, allowing for binge-watching.
3.4 Uber
Job to Be Done: “Get me from point A to point B reliably, safely, and conveniently, without the hassle of hailing a taxi or worrying about payment.”
Solution: Uber’s app allows users to easily request rides, track their driver’s location, and pay automatically. They’ve expanded to include various service levels (UberX, UberBLACK) and even food delivery (Uber Eats) to fulfill related jobs.
More examples of Jobs to be done by industry.
4. Common Pitfalls and How to Avoid Them
- Focusing on product features instead of jobs: Always tie features back to the job they’re helping to accomplish.
- Neglecting emotional and social jobs: Remember that jobs often have non-functional aspects that are equally important.
- Assuming you know the job without research: Always validate your assumptions through thorough customer research.
- Trying to address too many jobs at once: Prioritize and focus on the most critical, underserved jobs first.
- Failing to communicate the job throughout the organization: Ensure that all teams understand and align with the identified jobs.
Conclusion
The Jobs to Be Done framework offers a powerful lens through which to view innovation and product development. By focusing on the fundamental jobs customers are trying to accomplish, organizations can create more targeted, effective solutions that truly resonate with their audience. Adopting this framework requires a shift in mindset and approach, but when implemented successfully, it can lead to breakthrough innovations and stronger customer relationships.
Remember, JTBD is not just a tool for product development—it’s a way of thinking that can transform how an entire organization approaches customer needs and innovation. By continually seeking to understand and fulfill the jobs that customers hire products and services to do, companies can stay ahead of the curve and deliver meaningful value in an ever-changing marketplace.