Jobs-to-be-Done (JTBD)

Framework for understanding why customers "hire" and "fire" solutions.

Job Statement Format

When [situation/trigger], I want to [motivation/goal], so I can [expected outcome].

Example:

When I receive customer feedback after a product launch, I want to quickly identify common themes, so I can prioritize fixes before the next sprint.

JTBD Canvas

Job: [Core functional job]

Trigger/Situation

• When does this job arise?
• What context are they in?

Functional Job (what they're trying to do)

[Action verb] + [object] + [clarifying context] Example: "Organize customer feedback by theme before weekly product meeting"

Emotional Job (how they want to feel)

• Feel [emotion] about [situation] Example: "Feel confident presenting insights to leadership"

Social Job (how they want to be perceived)

• Be seen as [perception] by [audience] Example: "Be seen as data-driven by the exec team"

Current Solutions

Outcome Metrics

What does "job done well" look like?

• Speed: [Complete X in Y minutes]
• Quality: [Z accuracy/completeness]
• Confidence: [Feel certain about decision]

Hiring & Firing Criteria

Hiring Criteria (why they start using):

• Solves the functional job better

• Makes them feel the emotional job

• Improves their social perception

• Lower switching cost than pain of status quo

Firing Criteria (why they stop using):

• Job changes or goes away

• Better solution emerges

• Switching cost decreases

• Pain of current solution exceeds benefit

Job Mapping Questions

Situation

• "When did you first realize you needed something like this?"
• "What was happening right before you started looking?"

Push/Pull Forces

• "What made the old way unacceptable?" (push away)
• "What attracted you to the new solution?" (pull toward)

Anxiety/Habit

• "What concerns did you have about switching?"
• "What kept you using the old way for so long?"

Common Mistakes

Mistake Problem Fix

Too broad "Manage my business" Add context/constraints

Solution-focused "Use a spreadsheet" Focus on outcome

Missing emotion Just functional Add emotional/social jobs

Ignoring context Generic job Specify situation/trigger