Curious about Jobs to be Done? Want guidance for how to identify jobs or create effective "job stories"? Looking for resources to continue your JTBD journey? Well, you've come to the right place!
What is the Jobs to be Done framework?
Simply put, Jobs to be Done (JTBD) is a framework for thinking about the "jobs" that people have in their life and in their work and the solutions that they "hire" to get these jobs done.
Conducting a "Jobs Interview"
When thinking about JTBD, it is important to remember that while you may be a user of a solution, you are typically not the user. It is therefore critical that you interview or observe your actual users (or potential users) to understand what they are trying to accomplish in their work so that you can help them get those jobs done better.
Some questions that you can ask to help uncover their JTBD:
- Tell me about the last time that you did <activity> or <used your existing solution>...
- What was the circumstance for <doing this activity> or <using this solution>?
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Why <use that solution> in this specific circumstance?
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What else might you have chosen instead of <your current solution>?
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Where do you typically do <this activity>?
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With whom do you do <this activity>? Who else is involved? Why? What are their roles?
- Why did you utilize <your current solution> while doing <this activity>? What did you want it to do for you?
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How do you feel while <doing this activity or using your current solution>? Why? How do others feel?
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How well did <your current solution> meet your expectations the last time that you used it?
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Was it better than you hoped? Did it fall short? Why?
Once you have completed your job interviews, you can begin to craft your "job stories".
Job Story Format
Job stories typically follow a standard format:
As a/an ________________, when __________________, I want to _____________ so that I can __________.
Stories that follow this format include WHO, WHEN or WHERE, WHAT, and WHY. They do not include a HOW, however, since Job Stories should express a need while remaining solution agnostic.
Job Statement Format
Your Job Statement (starting with "I want to...") also has a particular format: Job = Verb + Object + Qualifier. Remember that this should be written from the perspective of your Job Performer, as it is their story and their job.
Remember to Check Your "Altitude"
You don't want your job statement to be too lofty or too granular. Asking HOW can help you decrease your altitude from an aspiration while asking WHY can help you come up if you are too far in the weeds at the task level.
Suggested Reading
Want to read more about Jobs to be Done? Here are some suggested places to start:
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The Jobs To Be Done Playbook: Align Your Markets, Organization, and Strategy Around Customer Needs by Jim Kalbach
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Competing Against Luck: The Story of Innovation and Customer Choice by Clayton M. Christensen, Karen Dillon, Taddy Hall, and David S. Duncan
- Jobs to be Done: A Roadmap for Customer-Centered Innovation by Stephen Wunker, Jessica Wattman, and David Farber
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Jobs to be Done: Theory to Practice by Anthony W. Ulwick
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The Jobs-to-be-Done Handbook: Practical techniques for improving your application of Jobs-to-be-Done by Chris Spiek and Bob Moesta
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When Coffee and Kale Compete: Become great at making products people will buy by Alan Klement
- “Know Your Customers’ Jobs to be Done” by the Harvard Business Review
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“What Airbnb Understands About Customers’ Jobs to be Done” by the Harvard Business Review
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"Know the Two — Very — Different Interpretations of Jobs to be Done" by Alan Klement
