The Jobs-To-Be-Done framework is a strategic marketing approach that helps marketers and business owners understand and meet the needs of their customers. It examines what people do in their day-to-day life. And how they make decisions about purchasing products or services by treating their needs as functional jobs that they need to be done. The insights generated by this framework can be used to create better customer experiences for your company’s products or services.
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What is the jobs-to-be-done framework?
The jobs-to-be-done (JTBD) framework is a unique way of looking at product development. The JTBD framework is based on the idea that customers buy products to get a job done. Rather than buying features or product specifications. This means it focuses more on customer needs as opposed to understanding which particular product characteristics are most appealing for consumers. It also puts the focus back onto what people are actually doing, rather than what they say they want.
Who is the customer?
The framework starts with defining the customer and whether they are doing the job, maintaining the product, or buying the product. In the case of a product like a bicycle, the customer is doing all three. They buy, use, and maintain the product. In the case of something like ERP software for a manufacturer, the purchaser is a company C-level, VP, or another leader, the person who maintains it is a developer. And the end-user is someone who works in production or supply chain management. In the case of a school bus, the customer is the school district, the person doing the job is a bus driver hired by the district, and the person maintaining it is a mechanic.
What is the job?
Typically, the job-to-be-done is what the product is designed to do, and the reason customers buy a particular product. With a complex product, the jobs can be numerous or multifaceted. For example, with ERP software, the job-to-be-done would be managing finances, tracking inventory, and automating certain processes.
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It is also important to focus on customers’ emotional jobs. For instance, with a car purchase, the customer is not just purchasing transportation – they are also buying comfort and pride. Essentially, they are purchasing a part of their identity with their car.
There are also related jobs to consider, which are jobs-to-be-done in addition to the primary job. For example, when purchasing a school bus, parents are also buying safety and peace of mind for their children’s transportation needs.
Why is it called “Jobs”?
The term was coined by Clayton Christensen who based it on his experience as an outside consultant looking at why customers were buying one product over another. It’s called “jobs” to emphasize that customers are purchasing something in order to get a job done, rather than just looking at what type of car they want or which brand of cereal is best.
What makes the JTBD framework unique?
There are two aspects that make the Jobs-to-be-Done framework unique. First, it is customer-centric rather than product-centric. This means that the focus is on understanding what the customer wants and needs, rather than on designing a product that meets certain specifications. Second, it takes a holistic view of the customer’s day-to-day life and how they make decisions about purchasing products or services.
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The Jobs-to-be-Done framework is a powerful tool for understanding customer needs and designing products or services that meet those needs. It can be used by companies of all sizes, in any industry, and has been shown to be effective in both B2C and B2B markets. By building a product around a customer and not vice-versa, companies can create a product that is more likely to be successful.
For more information on how the jobs-to-be-done framework works, learn from the company that made it what it was today here:
