Jobs-to-be-Done Framework: Understanding What Customers Really Want

Introduction

The Jobs-to-be-Done (JTBD) framework is a powerful approach to understanding customer behavior and innovation. Instead of focusing on customer demographics or product features, JTBD helps you understand the fundamental "job" that customers are trying to accomplish when they "hire" your product or service.

What is Jobs-to-be-Done?

Jobs-to-be-Done is based on a simple but profound insight: customers don't buy products; they hire them to get a job done. This framework shifts your focus from what customers are to what they're trying to accomplish.

The Core Concept

When a customer purchases a product or service, they're essentially "hiring" it to perform a specific job. If the product does the job well, they'll hire it again. If it doesn't, they'll "fire" it and look for alternatives.

The Four Dimensions of a Job

Every job has four dimensions that you need to understand:

1. Functional Job

The practical task the customer wants to accomplish. For example:

• "I need to get from point A to point B"
• "I need to store my files securely"
• "I need to communicate with my team"

2. Emotional Job

How the customer wants to feel. For example:

• "I want to feel confident in my decision"
• "I want to feel productive and efficient"
• "I want to feel like I'm making progress"

3. Social Job

How the customer wants to be perceived by others. For example:

• "I want to be seen as innovative"
• "I want to be seen as a smart decision-maker"
• "I want to be seen as someone who values quality"

4. Contextual Job

The specific circumstances or situation. For example:

• "When I'm working from home"
• "When I'm on a tight budget"
• "When I need something quickly"

The Job Statement

A well-defined job statement follows this format:

Example Job Statements

• "When I'm starting a new project, I want to understand my customers' real needs, so I can build something they'll actually use."
• "When I'm evaluating software options, I want to compare features quickly, so I can make an informed decision without wasting time."
• "When I'm planning my career, I want to identify growth opportunities, so I can advance in a direction that aligns with my goals."

How to Use the Jobs-to-be-Done Framework

Step 1: Identify the Job

Start by understanding what job your customers are trying to get done. Ask questions like:

• What problem are they trying to solve?
• What progress are they trying to make?
• What outcome are they seeking?

Step 2: Map the Job Journey

Understand the customer's journey as they try to get the job done:

1. First thought: When do they first realize they need to get this job done?
2. Research: How do they explore options?
3. Decision: What factors influence their choice?
4. Purchase/Adoption: What triggers the decision to "hire" a solution?
5. Use: How do they use the solution?
6. Evaluation: How do they judge success?

Step 3: Identify Job Drivers

What are the key factors that drive customers to choose one solution over another?

• Must-haves: Non-negotiable requirements
• Nice-to-haves: Features that differentiate
• Deal-breakers: Things that would cause them to "fire" the solution

Step 4: Understand Job Constraints

What obstacles prevent customers from getting the job done?

• Time constraints
• Budget limitations
• Skill gaps
• Access barriers

Step 5: Design Your Solution

Use your understanding of the job to design a solution that:

• Addresses all four dimensions (functional, emotional, social, contextual)
• Removes constraints
• Delivers on the expected outcomes

Real-World Examples

Example 1: Milkshake

Clayton Christensen's famous milkshake example illustrates JTBD perfectly. A fast-food chain was trying to improve milkshake sales. Instead of asking "How can we make better milkshakes?", they asked "What job are customers hiring milkshakes to do?"

They discovered that many customers were buying milkshakes in the morning for a specific job: "I need something to keep me occupied during my long, boring commute, and I want something that will keep me full until lunch."

Understanding this job led to insights about:

• Making milkshakes thicker (longer consumption time)
• Adding fruit chunks (more engaging)
• Making them easier to consume while driving

Example 2: Software Tools

A project management tool might be hired for the job: "When I'm managing a team project, I want to see everyone's progress clearly, so I can identify bottlenecks before they become problems."

This job statement reveals:

• Functional: Track team progress
• Emotional: Feel in control and proactive
• Social: Be seen as an effective manager
• Contextual: During active project management

Benefits of Using Jobs-to-be-Done

1. Customer-Centric Innovation: Focus on what customers actually need, not what you think they want
2. Better Product-Market Fit: Design solutions that truly address customer needs
3. Competitive Advantage: Understand jobs better than competitors
4. Clearer Communication: Align your team around customer outcomes
5. Reduced Risk: Build products that customers will actually "hire"

Common Mistakes to Avoid

1. Confusing features with jobs: Features are how you solve the job, not the job itself
2. Focusing only on functional jobs: Remember emotional, social, and contextual dimensions
3. Assuming you know the job: Always validate with actual customers
4. Defining jobs too broadly: Be specific about the situation and context
5. Ignoring job constraints: Understand what prevents customers from getting the job done

Integrating JTBD with Other Frameworks

Jobs-to-be-Done works well with other frameworks:

• Value Proposition Canvas: Use JTBD to identify customer jobs and pains
• Business Model Canvas: Understand the value proposition from a job perspective
• Customer Journey Mapping: Map the journey of getting a job done
• Design Thinking: Use JTBD insights in the empathy and define phases

Conclusion

The Jobs-to-be-Done framework is a powerful tool for understanding what customers really want. By shifting your focus from products to jobs, you can create solutions that customers will actually hire and use.

Remember: customers don't buy products; they hire them to get jobs done. Your success depends on how well you understand and address those jobs.

Next Steps

1. Identify a key customer job in your business
2. Map the job journey from first thought to evaluation
3. Interview customers to validate your understanding
4. Design or refine your solution based on job insights
5. Test and iterate based on how well your solution performs the job