The Jobs-to-Be-Done Framework: Solving Real Customer Problems

Innovation isn’t just about adding features, it’s about solving the right problems. The Jobs-to-Be-Done (JTBD) framework offers a powerful way to uncover the deeper motivations behind customer decisions. By focusing on the outcomes people are trying to achieve rather than who they are or what they buy, JTBD empowers businesses to create products, services, and experiences that align with real human needs that drive more meaningful innovation, marketing, and design.


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

Origins and Evolution

Core Principles of JTBD

Focus on the Job, Not the Product: Understand the task the customer aims to accomplish, rather than the product they use.

Uncover Functional, Emotional, and Social Dimensions: Recognize that jobs have multiple facets, including practical tasks, emotional drivers, and social considerations.

Jobs are Stable Over Time: While products and technologies evolve, the fundamental jobs customers need to complete remain relatively constant.

Customers Hire Products to Get Jobs Done: View products as tools customers use to achieve specific outcomes.At its core, the JTBD framework posits that customers don’t merely purchase products or services; they “hire” them to accomplish specific tasks or goals. This perspective shifts the focus from the product itself to the underlying needs and desired outcomes of the customer.

Tony Ulwick, a pioneer of this approach, emphasizes that JTBD provides a structured method for defining, categorizing, capturing, and organizing customer needs. This framework enables teams to align on what constitutes a “need” and identify unmet needs more efficiently.

The JTBD theory was notably advanced by Harvard Business School professor Clayton Christensen. He illustrated the concept with the example of milkshake sales at a fast-food chain. The chain discovered that many customers purchased milkshakes in the morning to make their commutes more enjoyable. By understanding this “job,” the company could tailor its product to better meet customer needs.

Read full blog here - https://ethosapp.com/blog/the-jobs-to-be-done-framework-solving-real-customer-problems/

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