Jobs to be Done (JTBD)

Definition

Jobs to be Done (JTBD) is a perspective on innovation that suggests customers don’t buy products; they “hire” them to do a job. The “job” is the progress an individual is trying to make in a particular circumstance.

Origin

The concept was developed primarily by Clayton Christensen of Harvard Business School and Anthony Ulwick of Strategyn.

When to use

• Designing new products or features.
• Refining marketing messaging and positioning.
• Identifying untapped market opportunities.

Worked Example

Example: The Milkshake Job A fast-food chain wanted to increase milkshake sales. Instead of asking customers what they liked, they observed them. They found that many people bought milkshakes in the morning to keep them occupied during a long commute. The “job” wasn’t “sweet treat”; it was “make my commute less boring.”