The Jobs to Be Done (JTBD) framework is a tool used to understand the needs and motivations of customers. It is a way of looking at customer needs through the lens of the job or task they are trying to accomplish, rather than simply looking at their demographic or psychographic characteristics. In this article, we will provide you with an overview of the JTBD framework and how it can be used to understand customer needs.
What are the Jobs to Be Done Framework?
The Jobs to Be Done framework is based on the idea that customers “hire” products or services to help them complete a job or task. This job can be anything from mowing the lawn to planning a vacation. By understanding the job or task that customers are trying to complete, businesses can develop products and services that better meet their needs.
How to Use the Jobs to Be Done Framework?
The Jobs to Be Done framework involves asking questions to understand the context and motivation behind a customer’s purchase decision. Some key questions to ask include:
- What job are you trying to accomplish?
- What motivated you to purchase this product?
- What alternatives did you consider before purchasing this product?
- What frustrations have you experienced in the past when trying to accomplish this job?
By understanding the answers to these questions, businesses can gain a deeper understanding of their customers’ needs and motivations.
Examples of Jobs to Be Done
To illustrate the Jobs to Be Done framework, let’s look at some examples:
Example 1: Buying a Car
When someone is buying a car, they may be trying to accomplish a variety of jobs, such as:
- Getting to work
- Taking the family on vacation
- Saving money on gas
- Feeling safe while driving
By understanding the jobs that customers are trying to accomplish, car manufacturers and dealerships can develop and market cars that meet those specific needs.
Example 2: Booking a Vacation
When someone is booking a vacation, they may be trying to accomplish a variety of jobs, such as:
- Relaxing and getting away from it all
- Exploring a new place and culture
- Spending quality time with family or friends
- Saving money on travel expenses
By understanding the jobs that customers are trying to accomplish, travel companies and hotels can develop and market vacation packages that meet those specific needs.
Benefits of the Jobs to Be Done Framework
The Jobs to Be Done framework offers several benefits for businesses, including:
- A deeper understanding of customer needs and motivations
- Ability to develop products and services that better meet customer needs
- Ability to differentiate from competitors by offering products and services that address specific jobs
- Ability to identify and target new customer segments
Conclusion
The Jobs to Be Done framework is a powerful tool for understanding customer needs and motivations. By focusing on the job or task that customers are trying to accomplish, businesses can develop products and services that better meet their needs. By asking key questions and analyzing the answers, businesses can gain a deeper understanding of their customers and differentiate themselves from competitors.