Traditionally, you might base your roadmap on existing market trends or customer feedback. Jobs theory also has implications for your product roadmap and strategy.
This means looking beyond just functional aspects and understanding the emotional and social dimensions of the job that the customer is trying to accomplish. This can lead to improved customer satisfaction and potentially to you winning a bigger market share.ĭesigning products with Jobs-to-be-Done in mind requires a deep understanding of the customer and their experiences. This approach shifts the focus from product features to the real-world problems that your customers face, resulting in products that are more empathetic and effective.īy understanding the job-to-be-done and the desired outcome, companies can create products and services that better meet their customer’s needs. How does the Jobs-to-be-Done theory help in product management?Īt its core, the theory asserts that instead of focusing on features or benefits, product managers need to understand the specific needs and motivations of their customers. Ulwick developed his version of the JTBD framework as a way to better understand these customer needs and motivations and has reportedly seen great success implementing it with his clients. As Christensen put it, “Your customers are not buying your product, they are ‘hiring’ it to get a job done.” Ulwick originally called his process Outcome-Driven Innovation, arguing that customers don’t buy products based on their features or benefits, but rather based on the job they need to accomplish. They have landed on different interpretations, though we are looking at Tony Ulwick’s “Jobs-as-Activities” approach rather than Clay Christensen’s “Jobs-as-Progress” theory. The Jobs-to-be-Done theory was first proposed by Harvard Business School professor Clayton Christensen and was further expanded and developed by Tony Ulwick, CEO of innovation consulting firm Strategyn.
What is the origin of the Jobs-to-be-Done Framework?
#JOBS TO BE DONE PRODUCT MANAGEMENT DRIVERS#
You will need to consider the emotional and social dimensions of the job, as these can often be the primary drivers of customer behavior.īy developing a deep understanding of the emotional dimension of your customers’ needs, you can create breakthrough products, as well as refine your customer experience into one that persuades your users that your product is the best solution to their problems. When using the JTBD framework, you will need to go beyond just understanding the functional aspects of the job-to-be-done. It has the potential to jump-start innovation, as it forces you to anticipate customer needs rather than just reacting to them, as reflected by its original name, Outcome-Driven Innovation. You attempt to determine what is the over-arching need or desire that is driving them to use either your product or a competitor’s, and then you try to better serve that need or want. JTBD is about putting the focus on your customer, their wants, needs, and emotions. If you create a drill that does the job better or more easily, and so more effectively satisfies the job-to-be-done, your drill will be the one “hired” to do the job again in the future. The job executor here is the person buying the drill, the desired outcome is to have drilled a hole, and the job-to-be-done is making a hole. To use the old example, if someone buys a drill, it’s not because they want a drill but because they want a hole. the desired outcome – the result they’re trying to achieve.
the job-to-be-done – the task or problem that the job executor is looking to solve.the job executor – the person who is trying to accomplish the job.The JTBD framework consists of three main components: It can be a powerful tool to help you develop a deep understanding of your customers and to drive innovation.īy understanding the customer’s job-to-be-done, you can create products and services that better meet their needs, ensuring that you are the one “hired” to do the job. The Jobs-to-be-Done prioritization framework (also called JTBD or Jobs Theory) is based on the idea that customers don’t purchase products or services based on their features or functions, but rather fulfill a specific job or task.
Jobs-to-be-Done (JTBD) What is the Jobs-to-be-Done framework?
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