JTBD

JTBD stands for Jobs To Be Done, a customer-centered framework for understanding why people buy and use products. It encourages viewing customers as hiring products or services to help them make progress in a given situation, rather than focusing solely on demographics or product features. The idea is that customers “hire” a solution to get a job done and “fire” it when a better option appears.

Core concepts include job statements, job mapping, and outcome-driven thinking. A job statement describes the situation, the desired outcome, and the social or emotional dimensions involved. Job mapping breaks the job into steps from trigger to completion, revealing where users experience friction or opportunity. Outcomes are the metrics of success, covering functional improvements (speed, reliability) as well as emotional and social benefits (reassurance, status).

Origins and evolution: the concept was popularized by Clayton M. Christensen and colleagues, building on earlier work by theorists such as Theodore Levitt. Since then, JTBD has been developed through methods like customer interviews and outcome-driven innovation to identify unmet needs and prioritize opportunities.

Process and applications: practitioners typically conduct interviews to uncover the jobs customers are trying to accomplish, synthesize core jobs, map steps, and articulate desired outcomes. This informs product development, feature prioritization, marketing positioning, and pricing strategies by aligning offerings with the jobs customers actually hire them for.

Limitations and criticisms: JTBD relies heavily on qualitative data and interpretation, which can lead to bias or overgeneralization. It is most effective when used alongside other research methods and quantitative validation.

Examples: a drill is hired to make holes; a meal kit is hired to save time and reduce decision fatigue; a streaming service is hired to watch a specific show. JTBD provides a lens to understand customer motivation and drive value-oriented innovation.