Strategy

Jobs To Be Done

Jobs to Be Done (JTBD) helps you understand why people "hire" products or services. It's about the progress people seek, not just their demographics. Focus on their goals.

Duration
2 hours
Group Size
4-6
Category
Strategy
Difficulty
Easy
Energy
Medium

Objectives

Participants will: Understand customer motivations. Identify unmet needs. Focus on outcomes, not features. Find innovation opportunities. Improve product-market fit. Guide product development. Create meaningful differentiation.

Outcomes

Participants will have: Identified jobs to be done. Understood customer motivations. Established a foundation for solution design.

Step-by-Step Instructions


  1. Research to identify the job:


  • When do people seek solutions?

  • What progress do they want?

  • What are they trying to avoid?


  1. Define job stories:


  • When [situation]

  • I want to [motivation]

  • So I can [expected outcome]


  1. Map the job process:


  • Define success criteria.

  • Identify current solutions.

  • Find workarounds.

  • Note pain points.


  1. Understand competing solutions.

  2. Identify functional, emotional, and social dimensions.

  3. Design solutions that fulfill the job better.

  4. Measure success by job completion.

  5. Iterate based on job performance.

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Facilitator Tips

Focus on the job itself, not just the customer. Look closely for workarounds; they reveal hidden needs. Understand emotional and social needs – they are often key. Don't forget to consider non-consumption. Map the entire job process end to end. Include all competing solutions, even unexpected ones. Define clear, measurable success metrics. Test your solutions rigorously against those metrics.

Pre-Work

For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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Materials Required


  • Interview transcripts

  • Job story templates

  • Process mapping materials

  • Competitive analysis

  • Outcome metrics

  • Journey maps

  • Solution evaluation criteria

Unlock Materials Required

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Resources & Templates

  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

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Discussion

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