Jobs-to-be-Done (JTBD) Framework

The JTBD framework is transformative for Product Managers because it provides a new lens through which to view customer needs. Instead of focusing on building a better user persona, you focus on understanding the "job" the user is trying to do. This leads to more innovative solutions because it forces you to understand the underlying motivation and context. For example, people don't buy a drill because they want a drill; they buy it because they want a hole in their wall. This insight opens up a wider range of possible solutions. JTBD helps you understand your true competition (it might not be who you think) and create marketing messages that resonate with the user's core motivation.

How to Apply the JTBD Framework:

1. Identify the "Job": The first step is to understand what the customer is trying to accomplish. This is best done through user interviews. The key is to dig deep to uncover the real goal. A good job statement is specific and has no solution in it.

   Example: Instead of "I need to manage my tasks," a better job statement is "Help me organize my workday so I feel in control and can leave the office on time."

2. Map the "Job Story": Frame the need using a "job story" format, which focuses on context and motivation.

   Format: When _____ [situation], I want to _____ [motivation], so I can _____ [expected outcome].

   Example: When I have multiple projects with competing deadlines [situation], I want to see all my tasks in one place [motivation], so I can decide what to work on next and feel confident I'm not forgetting anything [expected outcome].

3. Analyze the "Forces of Progress": JTBD identifies four forces that influence a customer's decision to switch to a new product:
   • Push of the Situation: The pain or frustration with their current situation that pushes them to seek a new solution.
   • Pull of the New Solution: The appeal or promise of your product that pulls them toward it.
   • Anxiety of the New Solution: The fears or uncertainties about your product (e.g., "Will it be hard to learn?").
   • Habit of the Present: The inertia and comfort with their current workaround that holds them back.

   To win, the Push and Pull must be stronger than the Anxiety and Habit.

4. Design Your Product to Do the Job Better: With a clear understanding of the job and the forces at play, you can now design your product's features, user experience, and marketing to perfectly address the customer's needs. You can focus on making the "Pulls" stronger and reducing the "Anxieties."

Tools & Recommended Resources:

• Miro / FigJam: For visually mapping out job stories and the forces of progress.
• "Competing Against Luck" by Clayton Christensen: The essential book on the theory of Jobs-to-be-Done.
• "When Coffee and Kale Compete" by Alan Klement: A practical guide to applying the JTBD framework.

Example in Action: The Milkshake Story

The classic JTBD case study involves a fast-food chain trying to sell more milkshakes. They tried making them sweeter, thicker, and offering more flavors, but nothing worked. When they applied JTBD, they interviewed customers and found a surprising insight. Half the milkshakes were bought before 9 AM by people who were by themselves.

The "job" they were hiring the milkshake for was: "Help me endure a long, boring commute to work." The milkshake was better than a donut (less messy) and better than a banana (more filling and takes longer to eat). It gave them something to do with their hands and staved off hunger until lunch.

The Solution: Instead of changing the flavor, they made the milkshake thicker to last longer and created a self-service kiosk so commuters could buy it quickly without waiting in the main line. Sales increased dramatically because they solved the real job.