JTBD (Jobs to Be Done) is a framework for understanding customer motivation. Instead of focusing on demographics or product features, JTBD examines the progress customers want to make in specific situations. People "hire" products to get jobs done.
What is Jobs to Be Done?
The JTBD framework shifts focus from what customers are to what customers want to accomplish. A customer buying a drill does not want a drill. They want a hole. Understanding the underlying job reveals better ways to serve customers.
Core concept: Customers hire products to make progress in their lives. When current solutions fail, they look for alternatives.
Example: A coffee shop competes not just with other coffee shops, but with anything that helps people:
- Wake up in the morning
- Have a productive meeting spot
- Take a break from work
- Socialize with friends
Each represents a different job the coffee shop might be hired for.
Job Statement Structure
Jobs follow a consistent format:
When [situation], I want to [motivation], so I can [expected outcome]
Example: When commuting to work, I want to feel alert and energized, so I can be productive in morning meetings.
Functional vs Emotional Jobs
Functional jobs: Practical tasks to accomplish (get from A to B, store files, track expenses)
Emotional jobs: How customers want to feel (confident, secure, respected)
Social jobs: How customers want to be perceived by others (successful, caring, stylish)
Products that address all three job types create stronger customer relationships than those addressing only functional needs.
Applying JTBD to E-commerce
Use JTBD to:
- Write product descriptions that address underlying motivations
- Identify unexpected competitors
- Find underserved customer segments
- Improve product positioning
- Develop new product ideas
