Understanding why customers choose a product is crucial for building successful solutions. The Jobs to Be Done (JTBD) framework helps product teams shift their focus from what customers buy to why they buy it—uncovering the deeper motivations behind purchasing decisions.
What Is the JTBD Framework?
Developed by Clayton Christensen, the JTBD framework is based on a simple yet powerful idea:
💡 Customers “hire” products to get a job done.
Instead of looking at demographics or behaviors, JTBD focuses on the functional, emotional, and social reasons why a user chooses a product.
For example, a person doesn’t buy a drill because they want a drill—they buy it because they need a hole in the wall. The “job” is creating a hole, and the drill is just a means to accomplish it.
Why Use JTBD in Product Development?
- Customer-Centric Approach – Focuses on user needs instead of product features.
- Uncovers Hidden Insights – Identifies opportunities that traditional research may overlook.
- Improves Product-Market Fit – Ensures your product truly solves real user problems.
- Drives Innovation – Helps teams create better solutions by understanding core jobs.
Applying JTBD in Your Product Strategy
- Conduct Customer Research
- Interview users to understand what job they’re trying to accomplish.
- Ask: “What problem were you trying to solve when you chose this product?”
- Identify the Job-to-Be-Done
- Separate functional (practical), emotional, and social needs.
- Example: “I need a fast, reliable way to wake up early without feeling groggy.”
- Map the Customer Journey
- Identify pain points, triggers, and switching moments that lead users to hire or fire a product.
- Build Solutions That Fit the Job
- Design features that align with the core job-to-be-done, not just what competitors offer.
Final Thoughts
The JTBD framework shifts the focus from what products do to why users need them, ensuring product teams build solutions that truly matter. By understanding the real jobs customers are hiring products for, companies can create more relevant, innovative, and impactful products.