
Crafting a Jobs to Be Done (JTBD) Framework
A Simple Guide for Startups
Why JTBD? Jobs to Be Done (JTBD) is a powerful framework that helps you understand what customers are really trying to achieve when they "hire" your product or service. It shifts the focus from what your product does to why someone would use it. By understanding the "job" your customer is trying to get done, you can create products and marketing messages that resonate more deeply and lead to increased sales and customer loyalty.
Step 1: Define the "Job"
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The core of JTBD is defining the "job" your customer is trying to get done. This should be expressed as a struggle or a goal the customer has. It's not about the product itself, but the outcome the customer desires.
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Think about the context: What situation is the customer in when they need your product or service?
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Focus on the progress: What progress are they trying to make in their lives or businesses?
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Avoid product-centric language: Don't say "the job is to use our software." Instead, focus on the underlying need.
Examples of "Jobs":
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Instead of: "The job is to use project management software."
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Try: "The job is to keep my team organized and projects on track so we can meet deadlines and avoid costly mistakes."
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Instead of: "The job is to buy a new car."
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Try: "The job is to reliably and safely transport my family to and from activities without breaking the bank."
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Instead of: "The job is to subscribe to a meal kit service."
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Try: "The job is to put healthy and delicious meals on the table for my family every night, even when I'm short on time and energy."
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Step 2: Identify the "Forces" and "Anxieties"
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Once you've defined the job, identify the forces that are pushing the customer to "hire" a solution and the anxieties that are holding them back.
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Forces: What are the motivations behind the job? What are the benefits the customer hopes to achieve?
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Anxieties: What are the fears and concerns that might prevent them from choosing your product or service?
Examples of Forces and Anxieties:
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Job: Keep my team organized and projects on track.
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Forces:
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Avoid missed deadlines and project overruns.
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Improve team communication and collaboration.
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Increase efficiency and productivity.
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Gain better visibility into project progress.
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Anxieties:
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The software will be too complex to learn.
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It will be too expensive.
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It won't integrate with our existing tools.
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My team won't adopt it.
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Job: Reliably and safely transport my family.
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Forces:
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Need a car that's safe and reliable.
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Want a car that's fuel-efficient.
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Need a car that's big enough for my family.
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Want a car that's comfortable and enjoyable to drive.
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Anxieties:
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Concerned about the cost of the car.
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Worried about maintenance and repairs.
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Unsure about which car to choose.
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Step 3: Create Your JTBD Framework
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Organize your findings into a simple framework. This can be a table or a simple list.
Example JTBD Framework:
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Job: Put healthy and delicious meals on the table for my family every night, even when I'm short on time and energy.
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Forces:
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Want to feed my family nutritious meals.
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Don't have time to plan meals and grocery shop.
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Tired of cooking the same old recipes.
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Want to reduce food waste.
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Anxieties:
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Meal kits are too expensive.
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The food won't be as good as what I cook myself.
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I'll be locked into a subscription I can't cancel.
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The portions will be too small.
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Step 4: Use Your JTBD Framework
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Now that you have your JTBD framework, use it to inform your marketing and product development efforts.
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Marketing: Craft marketing messages that address the specific "job" your customer is trying to get done. Highlight the forces and alleviate the anxieties.
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Product Development: Focus on features that help customers make progress on their "job." Remove any friction that makes it harder for them to achieve their desired outcome.
Key Tips for Startups:
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Talk to your customers: The best way to understand your customers' "jobs" is to talk to them directly. Conduct interviews, surveys, and focus groups.
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Don't assume you know: Don't rely on your own assumptions about what your customers want. Do the research to understand their true needs.
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Iterate: Your JTBD framework is not set in stone. As you learn more about your customers, you may need to refine it.
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Focus on the struggle: The "job" is always a struggle. It's the problem your customer is trying to solve.
By understanding the "jobs" your customers are trying to get done, you can create products and marketing messages that resonate more deeply, leading to increased sales and customer loyalty. This is a powerful framework for any startup looking to build a successful business.