Unlocking Success with the Jobs To Be Done Framework
In this article I will be discussing the Jobs To Be Done (JTBD) framework and how it can be used. Let's dive into what JTBD is and share some real-world success stories that highlight its power.
What Is Jobs To Be Done?
Jobs To Be Done is a way to clearly understand what customers want and prioritize solutions that meet those needs. Created by Harvard professor Theodore Levitt, this framework focuses on building products based on the outcomes customers desire. Levitt’s idea is simple: people don't just buy products; they hire them to get a job done.
For example, you don’t just buy a Grammarly subscription; you hire Grammarly to help you write like a professional.
By identifying these "jobs" customers are willing to pay for, you can direct your resources toward creating products that perform these jobs well, making customers eager to choose your product over alternatives.
The Components of JTBD
Each job a customer hires a product for usually has functional and emotional aspects. Here’s a breakdown:
Functional Aspects: These are practical benefits. For instance, if you need a work laptop that you can use while traveling, a key functional aspect might be long battery life.
Emotional Aspects: Decisions aren't always rational. For example, you might also want a stylish laptop to feel fashionable while working in public. Emotional aspects can be personal (like wanting a powerful laptop for gaming) or social (like preferring a MacBook to signal high social status).
Writing a Job Statement
To use JTBD effectively, you need to write clear job statements. Here’s a template you can use:
When [context], I want to [job], because [motivation], so I can [outcome].
For example:
When I work from home, I want a noise-canceling app because I feel embarrassed by my dog barking during calls, so I can look more professional in front of my colleagues.
Success Stories Using JTBD
Now, let’s look at how some companies have successfully applied JTBD.
1. LeanStack:
LeanStack, created by Ash Maurya, is a tool that helps entrepreneurs develop business models. Despite its popularity, retention was low. Using JTBD, Ash discovered that users left after completing their primary job: creating a Lean Canvas. This insight led to developing additional tools for the next phase of a startup’s growth, significantly improving retention.
2. Kroll Ontrack:
Kroll Ontrack provides legal professionals with tools to search digital documents. Initially struggling, they used JTBD to understand their users better. By focusing on key jobs like finding relevant information quickly, they revamped their product, which led to market leadership.
3. BOSCH:
BOSCH wanted to enter the US market with their circular saw. Using JTBD, they identified a key job for carpenters: making precise, angled cuts. By focusing on this underserved need, their CS20 saw became a hit among professionals.
4. Microsoft:
Microsoft’s Software Assurance business was declining. By identifying jobs like efficient software license management and smooth deployment, they improved their product features and onboarding process, reviving their business.
5. Clarity:
Clarity, a platform connecting entrepreneurs with experts, used JTBD to improve user discovery sessions. By understanding the alternative solutions users tried before Clarity, they identified unmet needs and tailored their product to address these gaps, boosting user engagement.
Conclusion
JTBD is a powerful framework that helps you understand your customers’ core needs and design products they’ll love. By focusing on the jobs customers want to accomplish, you can create solutions that are not only functional but also emotionally satisfying. Whether you’re developing a digital product or a physical tool, JTBD can guide you to success.
For more insights on JTBD, check out:
Marketing Myopia by Theodore Levitt
Disruptive Innovation by Clayton Christensen
Jobs To Be Done by Bob Moesta
