The Jobs to Be Done (JTBD) framework is a powerful tool in product development that shifts the focus from what a product is to what the customer aims to achieve with it. Rather than focusing on the product’s features, JTBD emphasizes understanding the “job” that customers hire the product to do.
This approach allows businesses to design solutions that meet the real needs of their customers, leading to better product-market fit and customer satisfaction.
Understanding the theory behind jtbd
The JTBD framework was popularized by Clayton Christensen, a Harvard Business School professor known for his work on disruptive innovation. The core idea of JTBD is that customers purchase products and services to solve specific problems or to make progress in a particular area of their lives. The product itself is a means to an end—the “job” they need to accomplish.
breaking down a job to be done
- Functional jobs: These are the practical tasks that a customer wants to achieve. For instance, a person buys a car to get from point A to point B.
- Emotional jobs: These involve the emotional or social dimension, like the status or peace of mind a person might get from owning a luxury car.
- Social jobs: These relate to the way customers want to be perceived by others. For example, buying an eco-friendly product might signal that the buyer is environmentally conscious.
Applying jtbd in product development
case study: airbnb
When Airbnb first started, it wasn’t just selling a place to stay—it was fulfilling the JTBD of travelers who wanted a local and authentic experience, something traditional hotels couldn’t offer. By understanding this job, Airbnb designed its platform to allow travelers to book rooms in local homes, which provided a more personalized experience.
case study: intercom
Intercom, a customer communication platform, used the JTBD framework to identify that their customers (businesses) were not just looking for a messaging tool but were actually hiring their product to create a better customer experience and increase engagement. This insight led Intercom to develop features that helped businesses not only communicate but also manage customer relationships more effectively.
How to implement jtbd in your product development process
- Customer interviews: Conduct in-depth interviews with customers to uncover the underlying jobs they are trying to accomplish. Focus on their motivations and the struggles they face.
- Identify job statements: Formulate clear job statements that describe what the customer is trying to achieve. These should cover functional, emotional, and social dimensions.
- Prioritize jobs: Not all jobs are equally important. Prioritize the jobs based on how critical they are to the customer’s success and how well your product can fulfill them.
- Design solutions: Use the insights gained from the JTBD analysis to design product features and experiences that specifically address these jobs.
- Test and iterate: Continuously gather feedback from customers to refine your understanding of their jobs and improve your product accordingly.
Real-world impact of jtbd
case study: snickers
A classic example often cited in JTBD discussions is Snickers’ “You’re not you when you’re hungry” campaign. Instead of marketing Snickers as just a candy bar, the campaign addressed the job of curbing hunger and keeping people satisfied until their next meal. This repositioning helped Snickers stand out in the crowded snack market.
case study: apple’s ipod
Apple’s iPod didn’t just offer a way to listen to music. The JTBD was to provide people with access to their entire music library anywhere and at any time. This understanding led to the iPod’s success, as it fulfilled a job that no other product was addressing at the time.
conclusion
Applying the Jobs to Be Done framework in product development helps businesses create products that truly resonate with their customers. By focusing on the underlying jobs that customers are hiring your product to do, you can develop solutions that meet their needs more effectively, leading to increased satisfaction and market success.
Whether you’re launching a new product or improving an existing one, JTBD offers a practical approach to understanding and fulfilling customer needs in a competitive market.