Definition
A framework for understanding customer motivation by focusing on the underlying job a customer is 'hiring' a product to do, rather than demographics.
Why it matters for growth
JTBD reveals real competitors and messaging angles that demographic segmentation misses, since two very different products can compete for the same job.
Example
A meal-kit service realizes it competes with takeout, not other meal kits, because the job customers hire it for is 'avoid deciding what to cook.'
FAQ
- What is Jobs to Be Done (JTBD)?
- A framework for understanding customer motivation by focusing on the underlying job a customer is 'hiring' a product to do, rather than demographics.
- Why does Jobs to Be Done (JTBD) matter for growth?
- JTBD reveals real competitors and messaging angles that demographic segmentation misses, since two very different products can compete for the same job.
- What is an example of Jobs to Be Done (JTBD)?
- A meal-kit service realizes it competes with takeout, not other meal kits, because the job customers hire it for is 'avoid deciding what to cook.'