Product management glosary

Jobs-To-Be-Done Framework

Product Management Glossary: Jobs-To-Be-Done Framework

What is Jobs-To-Be-Done Framework?

The Jobs-To-Be-Done (JTBD) Framework is a product management and innovation approach that focuses on understanding the underlying needs and motivations of customers. It is based on the idea that customers "hire" products or services to perform specific "jobs" in their lives, and they will switch to a new solution if it can perform the job better. The JTBD framework helps product managers and innovators identify opportunities for improvement and growth by understanding the real reasons why customers choose one product over another.

Key Concepts of the Jobs-To-Be-Done Framework

  • Job: A job is a functional, emotional, or social task that a customer needs to accomplish. It is the primary reason why a customer hires a product or service. Examples of jobs include "help me get to work on time," "entertain me during my commute," or "make me feel more confident in social situations."
  • Job Executor: The job executor is the person or entity that performs the job. It can be the customer themselves, a product, or a service.
  • Job Context: The context in which the job is performed can have a significant impact on the customer's needs and preferences. Understanding the context helps product managers design solutions that are better suited to the customer's specific situation.
  • Job Outcomes: Job outcomes are the desired results that customers expect from performing a job. They can be functional (e.g., "I want to arrive at work on time"), emotional (e.g., "I want to feel less stressed during my commute"), or social (e.g., "I want others to see me as successful").

Benefits of Using the Jobs-To-Be-Done Framework

Applying the JTBD framework in product management and innovation can lead to several benefits:

  • Customer-centricity: By focusing on the jobs that customers need to get done, product managers can develop solutions that are more closely aligned with their customers' needs and preferences.
  • Improved product differentiation: Understanding the jobs that customers are trying to accomplish can help product managers identify unique value propositions and differentiate their products from competitors.
  • Better prioritization: By identifying the most important jobs for their target customers, product managers can prioritize features and improvements that will have the greatest impact on customer satisfaction and loyalty.
  • Increased innovation: The JTBD framework encourages product managers to think beyond existing solutions and consider new ways to help customers get their jobs done more effectively and efficiently.

How to Apply the Jobs-To-Be-Done Framework

Implementing the JTBD framework in your product management process involves the following steps:

  1. Identify the jobs: Start by conducting customer interviews, surveys, or other research methods to identify the jobs that your target customers are trying to accomplish.
  2. Understand the job executors and context: Analyze the different ways customers are currently performing the job, and consider the context in which the job is being performed.
  3. Define the job outcomes: Determine the desired outcomes that customers expect from performing the job, and use these outcomes as a basis for evaluating potential solutions.
  4. Develop and prioritize solutions: Brainstorm potential solutions that can help customers perform the job more effectively or efficiently, and prioritize these solutions based on their potential impact on customer satisfaction and loyalty.
  5. Test and iterate: Test your solutions with customers, gather feedback, and iterate on your product or service until it effectively addresses the identified jobs and outcomes.

In conclusion, the Jobs-To-Be-Done Framework is a powerful tool for product managers and innovators to better understand their customers' needs and motivations. By focusing on the jobs that customers are trying to accomplish, product teams can develop more customer-centric solutions, differentiate their products from competitors, and drive innovation.