WTF is Jobs To Be Done(JBDT)?

The Jobs-to-be-Done Theory (JTBD) is a powerful framework that can revolutionise the way product managers approach innovation. Instead of focusing on the products or services, JTBD shifts the perspective to the customer's needs and the jobs they are trying to accomplish.

At its core, JTBD suggests that customers don't buy products or services; they "hire" them to get a job done. For example, people don't buy a drill because they want a drill; they want to make a hole. This mindset reframes the innovation process by defining markets, needs, and segments based on the jobs customers are trying to accomplish.

Here's how JTBD can transform your product management approach:

1. Market Definition: JTBD defines a market as a group of people trying to accomplish a specific job. For instance, "parents trying to pass on life lessons to children" or "surgeons trying to repair a rotator cuff" are markets from this perspective.

2. Customer Needs: Instead of thinking about features or requirements, JTBD defines needs as the measurable outcomes customers want to achieve when getting a job done. For example, when preparing a meal, customers may want to minimize the likelihood of over or undercooking, minimize cooking time, and minimize cleanup time.

3. Unmet Needs: Unmet needs are the important measurable outcomes that customers struggle to achieve with current solutions. Identifying these unmet needs early in the innovation process increases the chances of achieving product-market fit.

4. Market Segmentation: JTBD segments markets based on the unmet measurable outcomes, revealing subsets of customers who struggle differently when getting a job done. This outcome-based segmentation provides valuable insights for targeted solutions.

But how the fuck should we go about solving a problem using JBDT?

The JBDT framework provides a structured approach to solving customer problems and driving innovation. Here's how you can leverage this framework:

1. Identify the Job: Start by clearly defining the job customers are trying to accomplish. This job should be a functional task or an emotional need they are trying to fulfill.

2. Understand the Desired Outcomes: Determine the measurable outcomes customers want to achieve when getting the job done. These outcomes serve as the "need statements" and guide the solution development process.

3. Uncover Struggles: Identify the specific circumstances and struggles customers face in achieving their desired outcomes with existing solutions. These unmet needs represent opportunities for innovation.

4. Segment the Market: Segment the market based on the unmet outcomes, revealing different customer groups with unique struggles. This targeted segmentation enables tailored solutions.

5. Ideate Solutions: Brainstorm and conceptualize product or service ideas that directly address the identified unmet outcomes and customer struggles. Leverage the need statements as instructions for value creation.

6. Validate and Refine: Test your solution concepts with potential customers, validate assumptions, and refine the offerings based on feedback. Iterate until you achieve a satisfactory product-market fit.

7. Launch and Monitor: Once validated, launch your solution and continuously monitor customer feedback and evolving needs. Adapt and innovate as necessary to maintain a competitive advantage.

By following this structured Jobs-to-be-Done approach, product managers can systematically uncover customer needs, develop targeted solutions, and increase the predictability of successful innovations.

Remember, the key is to shift your perspective from the company's offerings to the customer's jobs and desired outcomes. This customer-centric mindset is the foundation of the Jobs-to-be-Done framework and the key to unlocking sustainable innovation. By adopting the Jobs-to-be-Done lens, product managers can unlock a more predictable and profitable innovation process. Embrace the JTBD perspective and transform innovation from an art into a science within your organization

.