Understanding JTBD Theory: A Simplified Guide
The Jobs to Be Done (JTBD) framework is a powerful method businesses use to understand customer motivations and decisions. This approach can benefit both new and established companies, especially in times of change, like during the coronavirus pandemic.
What is JTBD Theory?
The JTBD framework, introduced by Harvard Business School Professor Theodore Levitt, focuses on the underlying reasons customers buy products. Instead of just buying a product, customers "hire" it to complete a specific task or job. This task is the customer's goal, whether for personal, business, or other reasons.
Applying JTBD Theory
Companies using JTBD aim to understand the reasons behind customer purchases, unlike traditional marketing, which often focuses on demographics like age, gender, and income. By identifying the job to be done, businesses can see directly why customers choose a product.
According to the JTBD framework, companies should organize around the job to be done rather than traditional categories like marketing or product development. This means designing products and services to meet the specific needs identified.
JTBD During the Coronavirus Pandemic
In 2020, the COVID-19 pandemic had forced many businesses to rethink their strategies. Social distancing and economic slowdowns had significantly impacted customer behavior. Businesses have had to adapt quickly to these changes to survive.
For example, Zoom, a video conferencing service, saw massive growth during the pandemic. Initially serving business clients, Zoom expanded to meet the needs of schools and educators who needed secure, engaging virtual classrooms. By focusing on these new jobs to be done, Zoom's daily meeting participants grew from 10 million to over 300 million in just a few months.
When to Reassess Jobs to Be Done
It's important to know when to reassess the jobs your product fulfills. Here are some signs it might be time to reevaluate:
Your marketing and sales rely on assumptions about why customers buy your product, rather than actual customer insights.
Customers consistently use your product in ways it wasn’t designed for, indicating a potential new job.
Market conditions change, and customers start favoring other solutions, suggesting they found a product that better meets their needs.
Identifying Jobs to Be Done
To identify your customers' jobs to be done, follow these steps:
Reflect on your own experiences as a customer.
Observe the behaviors of people around you.
Conduct interviews with current, former, and potential customers to gather insights.
Types of Customer Jobs
Customer jobs can be functional, social, or emotional:
Functional jobs involve practical problems, like using a protein bar to satisfy hunger.
Social jobs involve gaining prestige or acceptance, such as buying a popular brand.
Emotional jobs involve personal goals, like feeling healthier by losing weight.
Applying JTBD in Your Business
Once you understand the jobs your customers need to accomplish, you can tailor your business strategies accordingly. This approach helps you spot new opportunities and threats, allowing your company to stand out and avoid disruption.
Conclusion
By using the JTBD framework, you can align your business practices around what your customers truly need, ensuring success even in uncertain times. Understanding and addressing the deeper motivations behind customer behavior can lead to more meaningful and effective marketing strategies.
For more insights on JTBD, check out:
Marketing Myopia by Theodore Levitt
Disruptive Innovation by Clayton Christensen
Jobs To Be Done by Bob Moesta
