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Jobs to be done framework example1/7/2024 ![]() ![]() The 'to-be-done' means it’s unresolved at this point in time.Ī trigger is something that is happening, either within you or external to you, that informs the job to be done. My favourite definition is based on Ash Maurya's description:Ī job-to-be-done is the manifestation of an unmet need or want, in response to a trigger. Ulwick’s approach offers some interesting insight, especially through some of the lenses and tools he uses, but for me at least, it’s the exploration of higher-level customer motivations and contexts that feels like the richest area for exploration.īut let's start at the beginning. The second approach, made popular by Tony Ulwick of Strategyn consultancy, forms part of Ulwick’s Outcome Driven Innovation framework and combines some of the high-level thinking with more task-orientated processes. One approach, advocated by the likes of Clayton Christensen, Rewired Group and Alan Klement is focused on the idea of progress and desires - often at a high-level. If you have come into contact with JTBD, you have probably come across one of two approaches. ![]() ![]() Marketing - Getting people to switch to your product, and retaining the ones you have.Product - Know what to build, plus the experiential and functional qualities it should have.Strategy - Aligning your vision and mission with customers or finding gaps and opportunities in markets.With an understanding of the “job” for which customers find themselves “hiring” a product or service, companies can more accurately develop and market products well-tailored to what customers are already trying to do". Customers rarely make buying decisions around what the “average” customer in their category may do - but they often buy things because they find themselves with a problem they would like to solve. "A tool for evaluating the circumstances that arise in customers’ lives. Leading proponent of Jobs-theory, Harvard professor Clayton Christensen, describes Jobs to be done (JTBD) as: Jobs-to-be-done (or Jobs-theory) is a framework for understanding why people do what they do. ![]()
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