Jobs to be done

What is Jobs to Be Done?

Jobs to Be Done (JTBD) is a framework for investigating the progress people seek in particular circumstances when they choose a product, service, or alternative. A “job” can involve practical, social, and emotional considerations.

What job is the customer hiring the product to do?

The Christensen Institute’s explanation describes choices in terms of the circumstances and forces that move people toward or away from a decision. “Hiring” is the framework’s metaphor: a person brings a product into their life to get something done.

Example: the morning milkshake

The Institute retells the familiar milkshake example: a morning buyer might want an easy-to-hold breakfast and a more interesting commute. That puts a milkshake in competition with options such as a banana or bagel. The story illustrates how the same product can serve different purposes in different circumstances.

Using Jobs to Be Done in research

For example, an interview about a recent purchase can examine what changed, which alternatives the person considered, and what made the selected option suitable. A mattress buyer might be seeking better sleep, but that explanation should be investigated rather than assigned in advance.

An interview can suggest what to investigate or redesign. It does not tell you whether the redesigned service will work. Compare what customers say with what they choose, then test the result.