JTBD Theory Practical Applications

The (Jobs to Be Done) JTBD Theory revolves around the idea that customers “hire” products to solve specific problems. This concept, introduced by Theodore Levitt in 1983, highlights that people don't just want a quarter-inch drill; they want a quarter-inch hole. This means customers buy products to achieve a particular outcome.

Over the years, many books have supported the idea that customers focus on results. However, it gained significant attention when Clayton Christensen and Anthony Ulwick popularized the term “Jobs To Be Done” in 2016.

Instead of diving deep into the theory, let's explore practical ways to apply JTBD in your daily research.

Understanding JTBD Theory with a Simple Example

When we need a task done, we hire a product or service. For instance, if we need financial advice, we hire an accountant who helps us save on taxes. Customers are willing to pay (with time, money, etc.) for the desired outcome. They will continue using the service until they find a reason to “fire” it.

This concept applies to products too. For example, if you need to manage a project with many people, you might use Jira or Trello instead of a simple Excel sheet.

Here are some ways customers “hire” products based on JTBD:

1. Improve part of a job: Like Waze, which offers better navigation than Google Maps.

2. Complete a job seamlessly: Like Nespresso, which simplifies coffee-making.

3. Multi-context use: Like Trello, used for project tracking and strategic planning.

4. Handle multiple tasks: Like Dyson vacuums with various attachments.

5. Avoid extra steps: Like Uber, which saves you from owning a car.

6. Cost-effective solutions: Like Shopify, which lets you start an online store for $29.

How to Understand Why Customers Switch Products

To grasp why customers switch products, use the Switching Interview. This method uncovers the forces that push and pull customers towards or away from a product.

5 Steps to Conduct a Switching Interview

Step 1: Identify Customers to Interview

• New customers: Understand why they made the purchase.

• Recent leavers: Understand why they left.

Ask these customers about events leading to their decision. These events are linked to the progress they seek.

Sample Questions:

1. What events led to your decision to buy or cancel?

2. What outcome were you seeking?

3. What solution were you using before?

4. What alternatives did you consider?

5. Why did you choose this solution?

6. What concerns did you have before purchasing?

7. What concerns did you have after purchasing?

8. Did the outcome meet your expectations?

9. What would you like to see next?

Step 2: Interview Tips

• Look for emotions.

• Use anchors to help customers recall events.

• Be cautious with opinion-based answers.

• Identify events that triggered emotions. Use the 5 Why’s method to dig deeper.

Steps 3 to 5: Document Findings Use the Customer Forces Canvas to document and iterate your findings until you understand the customer's job.

By following these steps, you can uncover the true job your customers want to get done.

Sources

Books:

• Free Book = Jobs to be Done

• Competing against luck

YouTube:

• Understanding the Job (Clayton Christensen)

• Tony Ulwick — Put Jobs-To-Be-Done Theory Into Practice With Outcome-Driven Innovation

Blog:

• Marketing with JTBD: https://blog.fullstory.com/marketing-and-the-jobs-to-be-done-framework/

• Intercom on JTBD: https://www.intercom.com/blog/videos/jobs-to-be-done-doubter-believer/