Brian Rhea Brian Rhea

Understanding the JTBD Framework: An Example

The JTBD framework is a powerful tool that helps businesses gain a deeper understanding of their customers’ needs and preferences. By focusing on the “job to be done” rather than the product itself, companies can uncover the true motivations behind consumer choices and develop products that truly meet those needs. In this article, we will explore the various aspects of the JTBD framework and its implications for product development and innovation.

Defining the JTBD Framework

The JTBD framework is a customer-centric approach to product development that seeks to understand the underlying motivations behind consumers’ choices. It is based on the idea that customers “hire” a product or service to fulfill a specific job in their lives. By identifying these jobs and the desired outcomes, companies can align their products with the needs of their target audience.

When it comes to understanding the JTBD framework, it is important to delve deeper into its core principles. These principles serve as the foundation for implementing the framework effectively and gaining valuable insights into customer behavior.

The Core Principles of JTBD

The JTBD framework operates on four core principles. First, it emphasizes that customers do not buy products or services for their own sake, but for the benefits they provide. This principle highlights the importance of understanding the value proposition of a product or service and how it addresses the customers’ needs and desires.

Second, the JTBD framework recognizes that customers are constantly seeking to improve their lives and solve problems. This principle acknowledges that customers are motivated by the desire for progress and the need to overcome challenges. By understanding these underlying motivations, companies can develop products that truly resonate with their target audience.

Third, the JTBD framework emphasizes the importance of understanding the context in which a job is performed. Jobs are not isolated events but are influenced by various factors such as the customer’s environment, circumstances, and constraints. By considering the context, companies can develop products that are tailored to fit seamlessly into the customer’s life, enhancing their overall experience.

Finally, the JTBD framework acknowledges that customers have multiple jobs to be done, which can vary in importance and urgency. This principle highlights the need for companies to prioritize their efforts and focus on the most critical jobs that customers are trying to get done. By understanding the hierarchy of jobs, companies can allocate resources effectively and develop products that address the most pressing needs of their target audience.

The Role of JTBD in Product Development

The JTBD framework plays a crucial role in product development by guiding the decision-making process. Instead of starting with a product idea and trying to find a market for it, companies using the JTBD framework begin by identifying the jobs that customers are trying to get done.

This customer-centered approach ensures that products are developed with a clear understanding of customer needs, increasing the chances of success in the market. By aligning products with the jobs customers are trying to accomplish, companies can create solutions that truly resonate with their target audience, leading to higher customer satisfaction and loyalty.

Furthermore, the JTBD framework enables companies to uncover unmet needs and identify opportunities for innovation. By understanding the desired outcomes of customers and the gaps in the current market offerings, companies can develop products that address these unmet needs, gaining a competitive advantage and driving growth.

Overall, the JTBD framework provides a powerful lens through which companies can understand and meet the needs of their customers. By focusing on the jobs customers are trying to get done and aligning product development efforts accordingly, companies can create products that truly make a difference in the lives of their customers.

The Components of the JTBD Framework

The JTBD framework consists of three main components: customer context, job execution, and job outcome. Understanding these components is key to effectively leveraging the framework for product development.

Customer Context

Customer context refers to the circumstances and factors that shape the job to be done. This includes the customer’s background, demographics, environment, and the specific needs and goals they have. For example, let’s say a customer is a busy working professional who needs a reliable and efficient way to manage their daily tasks. Understanding this context allows businesses to tailor their products to better meet the needs of their target audience.

By conducting thorough research and gathering data on customer context, companies can gain insights into the challenges and pain points that customers face. This information can then be used to develop products and services that address these specific needs. For instance, a task management app could be designed with features that cater to the unique requirements of busy professionals, such as integration with calendar apps and reminders for important deadlines.

Job Execution

Job execution involves the process through which customers seek to fulfill a specific job. This includes the steps they take, the tools they use, and the obstacles they encounter. By analyzing the job execution process, companies can identify pain points and areas for improvement, leading to more effective product development.

Let’s continue with the example of the busy working professional. In order to manage their tasks effectively, they may use a combination of digital tools such as task management apps, calendars, and project management software. They may also have to navigate through various obstacles such as conflicting priorities, limited time, and interruptions. By understanding the job execution process in detail, businesses can identify opportunities to streamline workflows, simplify tasks, and remove any unnecessary barriers.

Job Outcome

Job outcome is the desired result that customers are seeking to achieve through the job. It represents the ultimate goal or benefit that the customer is looking for. For our busy working professional, the job outcome could be increased productivity, reduced stress, and improved work-life balance.

By understanding the job outcome, businesses can align their products with the desired results, increasing customer satisfaction and loyalty. In the case of task management apps, the focus would be on providing features and functionalities that help users achieve their desired outcomes. This could include features like progress tracking, goal setting, and performance analytics.

Furthermore, understanding the job outcome allows businesses to measure the success of their products and services. By tracking customer feedback and monitoring key performance indicators, companies can assess whether their offerings are effectively delivering the desired outcomes and make necessary adjustments if needed.

Benefits of Using the JTBD Framework

The JTBD framework offers numerous benefits for businesses that adopt it as a product development tool. Let’s explore a few of these benefits:

Enhancing Customer Satisfaction

By understanding the jobs that customers are trying to get done and aligning products with those needs, companies can enhance customer satisfaction. When customers feel that a product truly meets their needs and helps them achieve their desired outcomes, they are more likely to become loyal customers and recommend the product to others.

Driving Innovation

The JTBD framework encourages companies to think beyond existing products and focus on the underlying motivations of their customers. This often leads to innovative solutions that address unmet customer needs. By continuously evaluating the jobs to be done, companies can drive ongoing innovation and stay ahead of the competition.

Improving Product Design

By understanding the customer context, job execution, and desired job outcome, companies can design products that are more intuitive, user-friendly, and effective. This in turn leads to higher adoption rates and customer satisfaction. The JTBD framework provides valuable insights that can inform product design decisions and result in products that truly resonate with customers.

Implementing the JTBD Framework

Implementing the JTBD framework involves a systematic approach. Here are the steps to follow:

Steps to Apply JTBD

  1. Identify the target customer segments
  2. Conduct in-depth interviews or surveys to understand the jobs customers are trying to get done
  3. Analyze the data and identify common patterns and themes
  4. Create customer personas that represent the different needs and goals of your target audience
  5. Map out the customer journey and identify key touchpoints
  6. Benchmark your product against competitors and identify areas for improvement
  7. Generate ideas for new product features or enhancements based on identified jobs and outcomes
  8. Test and refine the concepts through prototyping and iterative feedback
  9. Launch the improved product and continuously monitor customer feedback and market trends

Common Challenges and Solutions

  • One common challenge is getting accurate and unbiased data from customers. To address this, companies can use a combination of qualitative and quantitative research methods, ensuring that the data collected is representative of the target audience.
  • Another challenge is prioritizing which jobs and outcomes to focus on. Companies can prioritize based on market demand, potential impact on customer satisfaction, and alignment with business goals.
  • Lastly, it can be challenging to implement the required changes to products and processes based on JTBD insights. To overcome this challenge, companies should involve cross-functional teams and provide the necessary training and resources to support the implementation process.

Measuring Success with the JTBD Framework

Measuring success with the JTBD framework involves tracking key performance indicators (KPIs) and using them to drive continuous improvement. Here are some KPIs to consider:

Key Performance Indicators

  • Customer satisfaction: Measure customer satisfaction levels through surveys, feedback, and reviews to assess how well the product meets their needs.
  • Market share: Monitor your market share compared to competitors to gauge the impact of your product on the market.
  • Customer retention: Track the number of repeat customers and the rate of customer churn to evaluate the effectiveness of your product in meeting customer needs.
  • Innovation success rate: Measure the success rate of new product features or enhancements to assess the effectiveness of your innovation efforts.

Continuous Improvement with JTBD

The JTBD framework is not a one-time exercise but an ongoing process of continuous improvement. By regularly gathering customer feedback, monitoring market trends, and analyzing data, companies can identify areas for improvement and drive innovation to stay ahead in the market.

In conclusion, understanding the JTBD framework is crucial for businesses that want to develop products that truly meet the needs of their customers. By focusing on the jobs that customers are trying to get done, companies can drive innovation, improve customer satisfaction, and ultimately achieve success in the market. Implementing the JTBD framework requires a systematic approach and ongoing commitment to continuous improvement. By following the steps outlined in this article and regularly measuring key performance indicators, companies can leverage the power of the JTBD framework to create products that truly resonate with their target audience.

Take action

Step up your product game

I've helped innovative teams all over the world make better product decisions using Jobs to Be Done. Now it's time to step up your product game with AI + JTBD.

Join the newsletter

Get familiar

Join 1,000+ product people and get practical AI + product tips delivered once per week.


  • Gain a deeper understanding of JTBD
  • Stay ahead of the curve
  • Develop a critical eye for innovation
  • Sharpen your skills

Try some resources

Get started

Instantly level up your Jobs to Be Done mastery and uncover insights that lead to meaningful innovations customers want.

$1 / name your price

  • Quickstart ChatGPT Prompts for JTBD
  • Forces of Progress for ChatGPT
  • Beginner's Guide to JTBD Interviews
  • JTBD Resource Library

JTBD + AI Workshop

Get serious

Enhance Your JTBD Toolkit with AI


  • Better Prompts for Better Results
  • Hands-on ChatGPT for JTBD
  • Interview Analysis
  • Research Prep Essentials
  • Advanced Transcript Analysis
  • Copywriting Mastery
  • Developing Hypotheses
  • ... and more!
Get instant access