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Jobs-To-Be-Done (JTBD) Framework

What is the Jobs-To-Be-Done Framework?

The Jobs-To-Be-Done (JTBD) Framework is a customer-centered approach that focuses on understanding the underlying needs and motivations that drive customers to “hire” a product or service to get a specific job done. It helps businesses identify and address the core problems or “jobs” that customers are trying to solve, allowing for better product development and marketing strategies.

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How does the Jobs-To-Be-Done Framework work? 

The Jobs-To-Be-Done (JTBD) Framework is centered on customer’s tasks, called “jobs”. Each job comes with specific outcomes and constraints. To fully grasp these jobs, in-depth customer research is crucial. This research reveals motivations and issues, along with the solutions customers seek. Knowing the jobs customers aim to complete allows businesses to enhance their offerings. By addressing these jobs more effectively, they can secure a competitive edge.

What are the four elements of the JTBD framework?

  • Job: The specific task or problem that customers are trying to accomplish.
  • Motivation: The underlying reasons and motivations that drive customers to hire a product or service to get the job done.
  • Outcome: The desired result or outcome that customers expect when the job is successfully completed.
  • Constraints: The limitations, barriers, or challenges that customers face when trying to accomplish the job.

What are the benefits of using the Jobs-To-Be-Done Framework? 

The Jobs-To-Be-Done Framework offers several benefits for businesses, including:

  • Customer-Centricity: It helps shift the focus from product features to customer needs, enabling businesses to create solutions that align more closely with customer goals.
  • Problem-Solving Approach: By understanding the specific jobs customers are trying to do, businesses can develop products and services that address their core problems, leading to higher customer satisfaction and loyalty.
  • Market Opportunity Identification: The framework helps businesses identify untapped market opportunities by uncovering jobs that are not being adequately addressed by existing products or services.
  • Product Innovation: By understanding the underlying jobs customers are trying to accomplish, businesses can generate innovative ideas and develop new products or improve existing ones that better fulfill customer needs.
  • Effective Marketing and Messaging: The JTBD Framework provides insights into customer motivations and desired outcomes, enabling businesses to craft targeted marketing messages and value propositions that resonate with customers.

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What is an example of the JTBD framework?

An example of the JTBD framework is a customer wanting to buy a new laptop. The job is to “find a reliable computer for work and personal use.” The motivation could be “increasing productivity and efficiency.” The desired outcome is to have a laptop that is fast, lightweight, and has a long battery life. Constraints could include budget limitations and specific software compatibility requirements.

How does the Jobs-to-be-Done theory apply to product development?

The Jobs-to-be-Done (JTBD) theory applies to product development by shifting the focus from building products based on features to understanding and addressing the core jobs that customers are trying to accomplish. It helps product development teams gain a deeper understanding of customer needs, motivations, and desired outcomes, allowing them to create solutions that better align with those needs.

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