A customer-centric approach to innovation and product development that focuses on understanding the underlying motivations and desired outcomes of customers. The key components of the JTBD framework are:
- Jobs (J): These are the high-level goals or outcomes customers try to achieve. Jobs are not specific tasks but rather the fundamental problems customers seek to solve or the benefits they want to gain.
- To (T): This component emphasizes the customer’s motivation and the direction they want to move in. It represents the desired state or the better version of themselves that customers strive for when they hire a product or service.
- Be (B): This refers to the emotional and social dimensions of the job. It encompasses the feelings, status, and self-image customers desire to attain or maintain by accomplishing the job.
- Done (D): This component focuses on the tangible and measurable results that customers expect to achieve by completing the job. It represents the functional and practical outcomes that define the job’s success.
By understanding the Jobs-to-be-Done, product managers can create products and features that directly address customer needs and create value. The JTBD framework encourages a shift from focusing on product specifications to understanding the customer’s underlying motivations and desired outcomes. When applying the JTBD framework, product managers should:
- Identify the customer’s Jobs-to-be-Done through customer interviews, observation, and analysis.
- Understand the emotional and social dimensions (Be) that influence how customers prioritize and evaluate solutions.
- Define the tangible and measurable outcomes (Done) that customers expect to achieve.
- Prioritize and develop features that align with the identified Jobs-to-be-Done and create value for the customer.
By focusing on the customer’s Jobs-to-be-Done, product managers can create products that resonate with customers, solve their problems, and drive long-term success in the market.
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