Home / Phase-1 / Jobs-to-be-Done (JTBD) Framework
Phase 1
Jobs-to-be-Done (JTBD) Framework
JTBD in One Page
Core Idea: People don’t “buy products”; they hire solutions to get a job done (make progress) in a context.
Why it works: Technologies and categories change; the underlying job is stable (e.g., “enjoy music on the go” outlives cassettes→CDs→MP3→streaming).
Your mandate: Stop defining markets by product, tech, or demographic. Define them as “a group of people trying to get a job done.”
Winning definition: You win when you help customers get the job done better and/or cheaper across the entire job—not just one step.
The JTBD Needs System (Who/What/How)
The 3 Customer Roles
Job Executor
The user doing the core functional job.
Product Lifecycle Support
People who install, maintain, repair, and upgrade.
Buyer/Decision-Maker
People who approve or fund the purchase.
The 5 Job Types You Must Consider
Core Functional Job
e.g., “analyze marketing performance”
Related Jobs
e.g., “gather data,” “share insights”
Emotional/Social Jobs
e.g., “look competent to leadership”
Consumption Chain Jobs
e.g., install, configure, learn, maintain
Purchase Decision Job
e.g., evaluate, justify, select
Job Mapping: See the Whole Job
A job map describes what the customer is trying to accomplish—independent of today’s tools—typically across these universal stages: