84% of global executives reported that innovation was extremely important to their growth strategies, but a staggering 94% were dissatisfied with their organizations’ innovation performance. (source: McKinsley)
In today's highly competitive market, understanding the needs, wants, and motivations of your target audience is crucial for the success of any business. The Jobs-to-be-done (JTBD) framework is a customer-centered approach to achieve exactly that. It is a powerful tool for product development, marketing, and innovation that helps you identify the underlying reasons why people buy your product or service.
The Jobs-to-be-done framework is based on the idea that customers don't buy products or services; they hire them to do a job. This job-to-be-done is the fundamental reason why people are using your product or service. By understanding the job-to-be-done, you can create products and services that truly resonate with your customers and meet their needs.
Products come and go, but the customer’s job-to-be-done is more stable over time.
As defined by Strategyn:
“Jobs-to-be-Done is best defined as a perspective — a new lens through which you can observe markets, customers, needs, competitors, and customer segments more insightfully.”
Jobs-to-be-Done helps product managers to:
Jobs-to-be-Done helps marketing managers to: