Quick Definition
Jobs-to-be-Done (JTBD) is a framework for understanding the underlying "job" a customer is trying to "hire" a product to do. Rather than focusing on demographics or features, JTBD focuses on the underlying progress or outcome the customer is trying to achieve. JTBD helps companies understand why customers choose products and what outcomes they're trying to achieve.
Why It Matters
JTBD is valuable because it focuses on customer outcomes rather than demographics or features. Understanding the "job" helps companies create better products, positioning, and messaging that resonates with what customers are actually trying to achieve.
How It Works
JTBD works by: interviewing customers to understand what "job" they were trying to do when they chose the product, identifying the underlying progress or outcome, using insights to guide product development, positioning, and messaging, and continuously learning about customer "jobs."
Real-World B2B Example
A customer "hiring" a project management tool might be trying to "get visibility into team progress" or "reduce missed deadlines." Understanding the underlying "job" helps the company position and message around the outcome rather than features.
Common Use Cases
- Product development
- Positioning
- Messaging
- Market research
- Customer research
Common Mistakes to Avoid
- Focusing on features rather than outcomes
- Not interviewing customers
- Not understanding the underlying "job"
- Not using JTBD insights in positioning
- Treating JTBD as a one-time activity
Frequently Asked Questions
What is the difference between JTBD and persona?
JTBD focuses on the underlying "job" or outcome; persona focuses on the person. JTBD is about what they're trying to achieve; persona is about who they are.
How do you conduct JTBD research?
Conduct JTBD research by: interviewing customers about when they "hired" the product, understanding the context and circumstances, identifying the underlying "job" or outcome, and synthesizing insights.
How do you use JTBD in positioning?
Use JTBD in positioning by: focusing messaging on the "job" or outcome, positioning around the progress customers are trying to achieve, and differentiating based on how well you help customers complete the "job."