Businesses of all sizes and types, from startups to multinational conglomerates, are trying to understand and respond more effectively to the needs of their customers.
But what you may not know is that there is a systematic way to do this which aligns with your objectives.
Jobs to Be Done gives a framework for thinking about what drives customer behavior, and supports innovation at all stages of product development - from strategy through to successful implementation in the marketplace.
When you design or develop a new product or service, you're making a bet that there's a “job” someone is trying to get done and that your product or service will help them do it.
You can make your job easier by knowing when to use "job" as a short-hand for “job to be done,” and when the latter is more appropriate.
Let's take a closer look at that, shall we?
Jobs to be Done is a theory of consumer action.
The term ‘Jobs to be Done’ was first used by Joe Jacobson in 1969, who describes it as a “reason people buy a product or service in a particular category”.
This theory helps companies to rethink about the product needs of their customers.
Instead of viewing products as tools for solving problems or achieving goals, the JTBD focuses on understanding what problem is being solved or what goal is being achieved through the use of the product.
From a marketing perspective, a Job to be Done describes how someone buys a product or service to solve a problem or achieve an outcome.
Often, the problem a customer wants solved is not what we think—it’s what they think.
If we want to understand our customers better, we need to stop thinking about products as things that are bought for reasons like price and features, and start thinking about them as solutions that are bought to support someone’s outcome.
Design Your Offer Around Jobs.
The Jobs-to-be-Done framework helps us see that products are a means to help customers achieve some end.
It's not just about the product, but what it enables you to do.
Our customers come to us with a problem or need in mind. They want to be better at something.
So if we can understand what problems our customers are trying to solve, we can design products that meet their needs and help them get a job done—whether that's making a sandwich in the morning, sending an email, or getting their car detailed before an important interview.
What this means is that we don't need to rely on intuition and guesswork when designing new products and services; instead, if you can clearly define the jobs that customers would like to get done, then you can design products to help them do so.
What isn’t a Job to be Done.
The biggest mistake I see is thinking of a job to be done as an activity or task.
For example, the job to be done in a new product development project might be stated as ‘I want my kids to go on a family vacation’ or ‘I want to get rid of the pests in my basement’.
These are not jobs-to-be-done!
A job-to-be-done is an outcome or result that meets or solves the pain or need that causes customers to seek out products in the first place.
In contrast, activities and tasks are things you do with products.
An activity describes what you (or your kid) do with a product to achieve a result.
A task describes what you have to do to achieve an end result.
The difference between activities and tasks is subtle but important.
Activities describe how you use products and services — for example, “I use ATMs when I need cash”.
Tasks describe what you have to do in order to achieve an end result — for example, “if I need money I have to go to an ATM, wait in line, enter my PIN and make sure I have enough money for the transaction”.
Tasks are not jobs.
Understanding Customers Needs in your Market
Companies that aren’t familiar with JTBD often say they view it as a great way to validate their marketing tactics and strategies.
That is true.
The main benefit of the Jobs-to-be-Done framework is its simplicity. This model provides a clear, repeatable approach for addressing customer needs and delivering a successful outcome that will satisfy those needs. It’s a powerful tool for entrepreneurs at all stages of the business lifecycle.
But the real benefit of JTBD is quite different: JTBD enables companies to discover opportunities to entirely rethink what they are doing.
The structure that the Jobs-to-be-Done framework provides for a business, for an individual product, or for a service does wonderful things. It allows teams to align and determine priority to minimize waste and maximize results. It allows them to focus on what is most important in their system facilitating growth in their business model.
Understanding demand requires a deep understanding of the jobs customers are trying to get done—and therefore, it requires an understanding of their underlying needs.
To address this complexity, a streamlined approach for working with needs is needed.
The Jobs-to-be-Done Needs Framework provides that structure.
If you need help…
Schedule a strategy session with Brand You to see how we can help you bring your Digital Strategy to life in your business.
