Previous
¶ Jobs-To-Be-Done
¶ What it is
Jobs-to-be-Done is based on the economic principle that people “hire” products and services to get “jobs” done, i.e., to help them accomplish tasks, achieve goals and objectives, resolve and avoid problems, and make progress in their lives.
¶ Why it is useful
Jobs-to-be-done offers a framework and lens through which a company can take its understanding of customer needs to the next level. It is best defined as a perspective — a lens through which customer needs can be effectively defined and communicated, making marketing more effective and innovation far more predictable.
¶ When to use it
- Re-defining an existing product
- Looking for new opportunities in product
- Entering a new market
- Validating a new product
- Quantify which needs are underserved and overserved.
- Discover segments of customers with different unmet needs.
¶ Core Tenets of Jobs-to-be-Done
- People buy products and services to get a “job” done.
- Jobs are functional, with emotional and social components.
- A Job-to-be-Done is stable over time.
- A Job-to-be-Done is a solution agnostic.
- Success comes from making the “job” rather than the product or the customer the unit of analysis.
- A deep understanding of the customer’s “job” makes marketing more effective and innovation far more predictable.
- People want products and services to help them get a job done better and more cheaply.
- People seek products and services that enable them to complete the job on a single platform.
- Innovation becomes predictable when “needs” are defined as the metrics customers use to measure success when getting the job done.
¶ How to create it
- Conduct customer interviews and extract customer need information
- Create JTBDs statement and outcome expectation
- Use it as a benchmark for your product, marketing, or customer communications.
¶ Example
