JTBD Theory 3 Key Insights
The (Jobs to be Done) JTBD theory is a powerful tool for understanding customer needs, widely used to inspire innovation in business. While it might seem simple at first, many professionals find it challenging to fully harness its potential. Here’s a simplified guide to the JTBD framework and some tips to help you use it effectively in your career.
What is the Jobs to be Done Theory?
Theodore Levitt, a professor at Harvard Business School, introduced the (Jobs to be Done) JTBD theory. According to Levitt, people "hire" products or services to accomplish specific "jobs" they need to get done. Viewing the market through this lens helps us understand customer motivations and why certain products succeed while others fail. Identifying new or emerging customer jobs is also crucial for disruptive innovation strategies, a key focus in Levitt's work.
"People do not want a quarter-inch drill, they want a quarter inch hole" Levitt says.
Identifying customer jobs accurately can be tricky. Here are three tips to help you understand and apply the JTBD theory effectively.
3 Tips for Understanding and Applying JTBD Theory
Observe
To identify jobs to be done, you need to observe people closely. Conduct thorough market research, including observation and customer interviews, to uncover and validate these jobs. By watching customer behaviors, you can discover their functional, social, and emotional "jobs" that your product or service can fulfill.
Chris Larson, a former student of Disruptive Strategy, shares his experience: "I had my 'ah-ha' moment when I saw my mother driving, putting on makeup, and talking on the phone all at once. I thought, 'How can I make this easier and safer?' That's when I connected it to the job to be done."
Larson’s story highlights a key aspect of the JTBD theory: start with observing behavior to discover the jobs people need products or services for.
Focus on the Job, Not the Product
After identifying JTBD, it's tempting to jump straight to creating products. However, the theory emphasizes focusing on the job itself, not the product. Understanding the job is crucial before developing the product that fulfills it. This focus ensures you don't miss the bigger picture: what job are you hiring for? The right product will emerge once the job is correctly identified.
It’s a Process
Mastering the JTBD theory is a gradual process. Start by learning the theory through case studies and examples. Applying JTBD in real-life scenarios requires a strategic mindset.
Larson reflects, "My understanding and mindset towards the theory changed, and that’s when I saw it in action with my mom. I wasn’t thinking about the theory; it had become part of how I viewed the world. That helped me make the connection."
From Theory to Real-World Application
If you’re new to JTBD theory, the basic concepts might be easy to grasp, but applying them in business can be challenging. With a solid understanding of JTBD, you can identify "jobs to be done" for existing products. Mastering the theory allows you to find a job in real life from which a new product can be developed.
By focusing on the job itself and observing real customer behaviors, you can use JTBD to drive successful innovations in your career.
