What is JTBD?

Jobs-To-Be-Done (JTBD) is a framework used to help businesses better understand their customer’s needs. Essentially, JTBD is a way of looking at product change through the lens of “jobs” customers are trying to accomplish.

Why JTBD is important?

Job-to-be-done (JTBD) is an important concept for understanding how people use and purchase products to accomplish a desired outcome, or “job”. By looking at the job that customers hire products to do, companies can gain valuable insights into what features and services are most important to them.

What is an example of JTBD?

An example of Jobs-to-be-Done (JTBD) is the decision made by a consumer to purchase a new home security system. In this example, we can identify that the consumer has an underlying functional need to secure their home from potential intruders and an emotional need to feel safe and protected in their home. To fulfill these needs, the consumer has a range of options to choose from in terms of product features and cost. But ultimately, the consumer has “hired” a home security system to do a job for them – to provide peace of mind and safety.