Jobs to Be Done: Framework for Understanding Customer Needs
Jobs to Be Done: Framework for Understanding Customer Needs
Clayton Christensen introduced a revolutionary view on products: people do not buy products - they hire them to do a job. JTBD framework changes how we think about innovation.
What is Jobs to Be Done?
Traditional approach: "Who is our customer?" JTBD approach: "What job does the customer want to do?"
Famous milkshake example: McDonald's wanted to increase milkshake sales. Traditional research did not help. JTBD research found 40% sold in morning to commuters who needed something to entertain and fill them during boring drive. Competition was not another milkshake - it was banana, bagel, or boredom.
Job Statement Structure
"When [situation], I want to [motivation], so I can [outcome]."
3 Dimensions of Jobs
| Dimension | Description | Example |
|---|---|---|
| Functional | What I want to do | Listen to music |
| Emotional | How I want to feel | Be in good mood |
| Social | How I want to be perceived | Have good taste |
Successful products address all three dimensions.
Push/Pull Forces
Successful adoption: Push of situation + Pull of new solution > Allegiance to current + Anxiety of new
JTBD for Positioning
Traditional: "We are the best [category]." JTBD: "When you need to [job], use [product]."
Conclusion
JTBD framework shifts perspective from "what we sell" to "what job we help do". Key principles:
- Jobs, not demographics
- Progress, not products
- Competing with non-consumption
- Emotional + Social dimensions matter
Ask: "What job is the customer hiring our product to do?"
