Job To Be Done (JTBD) Framework

People don’t buy a product because they fall into a particular group e.g. female, mid 30s,
living in suburbia, working part-time. But they do buy a product to solve a problem. If you
understand the “job” that customers are hiring your product to do, then you can make sure
that you have a razor sharp focus on helping them achieve the desired result. The features
you choose to build should be the ones that will help them do the job that needs to be
done.

1. Identify jobs to be done - study customers and find out what they are trying to accomplish
— especially under circumstances that leave them with insufficient solutions relative to
available processes and technologies.

2. Categories jobs - The “job” has a lot of “requirements” — not just functional but also
emotional and social, which suggests that context and circumstances are important.

3. Define competitors - If someone’s Job is to quickly satisfy their hunger on-the-go, they

may consider a pizza…but also a sandwich, a burrito, sushi, Snickers, or even nothing —

preferring to wait for another opportunity to eat. Knowing what products are in a

customer’s consideration set for a Job, gives insight into what products a customer

considers as competition for their Job to be done.

That means that your product could compete with a bunch of different services from a

different group of products.

4. Create job statements – Action + Object + Context ; Transport + Me & my belongings +
via road

5. Prioritise opportunities – Use Likert scale to analyse opportunity; Opportunity =

Importance + (Importance-Satisfaction)

6. List JTBD’s related outcome expectations - Think in terms of time, cost, potential errors,
quality, dependability, availability, ease of use, maintainability, and any number of other
satisfaction and dissatisfaction dimensions.

There are four types of outcome expectations:

 Desired outcomes customers want to achieve.
 Undesired outcomes customers want to avoid.
 Desired outcomes providers want to achieve.
 Undesired outcomes providers want to avoid.

For example, the job of safely transporting passengers from point A to point B has many
associated outcome expectations, such as minimize the jerking motion a passenger feels
while being transported, have a possibility to do his job while his traveling, and etc.

7. Create Outcome Statements Improvement + measure + object of control

It is important to ensure that jobs-to-be-done and desired-outcome statements use

consistent, unambiguous language so as to be easily understood and readily translated into

technical specifications.