Glossary / Job to be Done
Job to be Done
A Job to be Done (JTBD) is a framework used in product development and marketing to understand the underlying motivations and needs of customers. It focuses on the functional, emotional, and social progress that customers are trying to achieve when they "hire" a product or service to get a job done. The concept of JTBD suggests that customers do not buy products or services for their features or attributes, but rather to fulfill a specific job or task in their lives. This job can be anything from a simple task like making a cup of coffee to a complex task like managing personal finances. To identify the job to be done, companies need to understand the context in which customers are trying to accomplish a task, the obstacles they face, and the desired outcomes they seek. This involves conducting research, interviews, and observations to gain insights into customers' behaviors, motivations, and pain points. Once the job to be done is identified, companies can design and market their products or services to better address the customers' needs and provide a solution that helps them achieve their desired outcomes. This approach focuses on the customer's perspective and aims to create products that truly meet their needs, rather than relying solely on features or technology. By understanding the job to be done, companies can differentiate themselves in the market, create products that resonate with customers, and ultimately drive customer satisfaction and loyalty.
