Understanding Jobs to be Done (JTBD) Framework

Jobs to be Done (JTBD) is a framework for understanding customer motivation in purchasing decisions. It focuses on the 'job' or task customers want to accomplish, not just the product they buy.

Developed by Harvard professor Clayton Christensen, JTBD emerged from the Disruptive Innovation Theory. It challenges traditional market segmentation by behavior or demographics, emphasizing the underlying job as the unit of analysis.

Unlike traditional marketing, which categorizes consumers by attributes, JTBD considers the progress a customer seeks in a given circumstance, providing richer insights into their needs and desires.

A 'job' is defined by the progress desired, including functional tasks, social jobs (how we want to be perceived), emotional jobs (how we want to feel), and supporting jobs (purchasing, setup, maintenance).

Businesses use JTBD to innovate and create products that precisely address unmet needs. It has been instrumental for companies like McDonald's in optimizing product offerings, such as their breakfast menu.

The JTBD framework includes defining the job executor, the job itself, the job context, and the job outcomes. Understanding these elements enables companies to design better solutions.

JTBD's non-traditional outlook can reveal counterintuitive insights. For example, it exposed that most milkshake buyers needed something to do during a boring commute, not just a beverage.

JTBD research revealed IKEA’s meatballs aim to relax stressed customers, showing even furniture stores consider emotional 'jobs' in their offerings.