Jobs to be Done (JTBD) Framework
By: A Staff Writer
Updated on: Jul 19, 2024
What: Focuses on the underlying job a customer wants done , rather than just features or demographics. (“I want to listen to music” is the job, not “I want an iPod”).
Who: Clay Christensen popularized it, but the concept has roots in outcomes-based thinking.
Why: Forces entrepreneurs to look beyond their own product-centric view and see things from the customer’s perspective.
When: During new product development, when improving current offerings, or to differentiate your marketing.
How:
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- Customer interviews are essential, asking “Why?” repeatedly.
- Frame jobs as action verbs + object + context (“hire the product to…”)