Understand and use the job to be done method

Jobs to be done: definition and origin

Definition of the job-to-be-done or JTBD method

The Job to be done method involves moving away from the concept of “need”, to focus on the work your customers want to do, the “customer jobs”.

We therefore place ourselves from the point of view of the customer who is looking for the best possible way to carry out the task he must perform.

The jobs-to-be-done approach was formalized in 2007 by teachers at the Harvard Business School, Clayton Christensen and Michael Raynor. It is inspired by a quote from Theodore Levitt who in 1960 expressed the following idea:

The idea seems simple, even obvious, and yet it is very far from being applied systematically by sales, marketing or even product teams.

A method that produces innovation

The context of initial use of the method was the user experience and the innovation process. We focus on the mission more than on the individual. The advantage is that the mission is constant, it does not vary over time and does not depend on how it is treated. It is therefore very valuable for bringing breakthrough innovations (Breakthrough innovation).

For example, in his book Christensen explains that the Hilti company has completely revised its model using this method.

Hilti sold power tools for professionals and kept adding new features in an attempt to beat the competition. It was expensive and did not produce the results that were expected.

They took a step back and studied. what their user wanted to achieve, his “job.” They realized that one of the jobs was simply to be able to drill the holes quickly and to the right size on the construction site. However, with a model based on the possession of the tool, the tool ends up wearing out and the replacement cost is a barrier. The user therefore drags a faulty tool and wastes time.

The innovation was there, evolving the Hilti model to sell services. They provide reliable equipment that is billed for use. Today, Hilti is one of the most profitable professional power tool companies on the market.

JTBD vs Traditional Marketing Approaches

Unlike traditional marketing approaches that focus on customer demographics (age, gender, income level) or product characteristics (features, pricing, design), the JTBD method focuses on what the customer is actually looking for.

This approach allows you to get out of the trap of continuous incremental product improvement to focus on the core value that the customer is looking for.

How to use the job to be done method?

The Jobs to be done, on the way to a better version of the “me”

No, you are not in a psychoanalysis treatise that studies the ego and the superego (no offense Freud). You need to understand one thing about human beings: we are programmed to save our strength AND to evolve.

If you are looking to get something from someone, you need to enable them to achieve an ideal, a better “me.” Otherwise why would he waste his time doing anything with you?

In fact, some advertisers understood this very well. Perfume ads don't sell you a product that smells good, they sell you a form of “ideal” that you could achieve by using their scent.

You are going to tell me that with the example of the drill that is actually used to make a hole in the wall my explanation makes no sense. And you would be partly right.

The example of the drill is in fact indicative of a drift to be avoided. Jobs-to-be-done should not be seen as a simple to-do list and not consider them only for a functional aspect.

If you want to take full advantage of jobs to be done, you must integrate all the dimensions of the “job” that your customer wants to do.

The 3 dimensions of Jobs to be done

The job-to-be-done method is a great way to understand the true motivations of your customers. And, contrary to what we often think, they are not purely rational and functional.

There are actually three main dimensions of the work that needs to be done for your customer.

The functional dimension

This is the most obvious aspect of the “job” and the first thing that comes to mind. In fact, it is enough to ask yourself the following question: “what task does my customer want to achieve with my product or service”. In the example of the drill, it's about making a hole. But more exactly, you could say that it is a question of making a hole in the plasterboard walls of your freshly built house in order to fix the new furniture. To reach this level of detail, you must first establish your Buyer Personas, is essential. Personas give you the specific context in which the job to be done takes place. That seems enough to you, and yet we are far from it.

The emotional dimension

It is the most “intimate” part of the job. Indeed, here, you must understand what emotions your customer experiences when carrying out their job. Here too, having worked on the personas, beforehand, can help you.

Let's go back to the example of our drill. It is easy to imagine the fear felt by your customer who is not a great handyman. He's worried about drilling the wrong way. We can say that his emotional job would be to be confident in carrying out his development work.

The social dimension

Finally, let's not forget that humans are social animals. This means that, in all our actions, there is a social dimension. All our decisions more or less consciously integrate the effect that the action will have on those around us.

Let's finish our example. The house furnished by your client is his first acquisition, it is a purchase he made with his wife to welcome their unborn baby. What your customer wants to do is much more than break through walls. He wants to show his wife that he is a master of DIY and that he will know how to take care of their house as well as their future baby.

Are you following?

Finally, thanks to this method, we know that our client needs:

• With a simple drill, there is no difficulty in adjusting and drywall does not require any complex technology.
• An introductory course or a guide to give him tips for fixing his furniture.
• If we can also provide him with a light tool and something to hang on his belt, his family will have the impression that he has been doing this all his life.

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Practical methodology for identifying jobs to be done

Now that you understand the concept and its dimensions, here is a 5-step methodology to effectively identify the jobs to be done for your customers:

1. Conduct qualitative interviews

The first step is conducting in-depth interviews with your customers. These interviews should be open and focused on their experiences rather than your product. Ask questions like:

• “Tell me about the last time you used our product/service”
• “What were you trying to achieve at the time?”
• “What alternatives did you consider?”
• “What finally made you decide to choose our solution?”

2. Analyzing the context of use

Ideally observe your customers in their natural environment of use. If that's not possible, ask them to describe exactly the context in which they use your product:

• When do they use it?
• Where do they use it?
• Who else is present or involved?
• What constraints do they encounter?

3. Identify the three dimensions of the job

For each use, identify:

• The functional dimension: what concrete task does the customer want to accomplish?
• The emotional dimension: what feelings does he want to experience or avoid?
• The social dimension: what image does he want to project to others?

4. Formulate the jobs to be done

Once these elements have been identified, formulate the jobs to be done according to this format: “When I am in [situation], I want [functional action] for [emotional/social outcome]”

For example: “When I'm designing my new home, I want to easily set up my furniture so I can feel capable and show my family that I'm a good handyman.”

5. Prioritize jobs

Not all jobs have the same importance. Evaluate them according to:

• Their frequency: how often should this job be done?
• Their importance: how important is this job for the customer?
• Their current dissatisfaction: to what extent do existing solutions fail to satisfy this job?

Frequent, important and poorly satisfied jobs represent your best opportunities for innovation.

Practical applications of jobs to be done

The job to be done method can transform your marketing and product approach in multiple ways. Here are some concrete applications:

1. Product innovation

As the Hilti example illustrates, understanding the real jobs of your customers can lead to breakthrough innovations. Instead of constantly adding new features, focus on how to do the fundamental job more effectively.

Questions to ask yourself:

• Does our product fully fulfill the functional, emotional and social jobs of our customers?
• What are the obstacles that prevent our customers from doing their job perfectly?
• How could we radically rethink our offer to better perform these jobs?

2. Marketing communication

The job to be done method radically transforms your marketing communication. Instead of highlighting the characteristics of your product, you can focus on how it allows you to do important jobs for your customers.

Application examples:

• Structure your sales arguments around the three dimensions of the job
• Illustrate the end result in your ads rather than the product itself
• Use language that evokes not only functionality but also emotional and social benefits

3. Market segmentation

Traditional segmentation is often based on demographics. With the jobs to be done, you can segment your market according to the different jobs that customers want to do.

For example, a lawnmower company could identify these segments:

• “Keeping my garden presentable with minimal effort”
• “Creating a perfect garden that impresses my neighbours”
• “Reducing my ecological footprint while maintaining my outdoor space”

Each segment will require a different product and marketing approach, even if the basic product is still a mower.

4. Customer experience

Once you understand your customers' jobs, you can design a customer experience that makes it easy to complete those jobs at every touchpoint.

For example, if you sell kitchen equipment and know that your customers are looking to “impress their guests by cooking like a chef,” your customer experience could include:

• In-store demonstrations showing the use of equipment for impressive revenue
• Packaging that highlights possible results rather than specifications
• After-sales service including exclusive recipes
• An online community where customers can share their creations

Integration with other marketing methodologies

The strength of the job to be done method lies in its complementarity with other marketing approaches that we have discussed in our previous articles:

Jobs to be done and personas

As mentioned at the beginning of this article, jobs to be done and personas are complementary. Personas help you humanize your customers and understand who they are, while jobs to be done help you understand why they buy.

For an integrated approach:

1. Create your traditional personas with demographics and psychographics
2. For each persona, identify the main jobs to be done
3. Use this combination to develop highly relevant products and marketing messages

Jobs to be done and customer journey

The previous article on the customer journey showed you how to map your customers' interactions with your brand. By combining this approach with jobs to be done, you can:

1. Identify the main job your customer is looking to do
2. Analyze how each stage of the customer journey contributes (or impedes) the accomplishment of this job
3. Optimize each point of contact to help the customer progress towards the accomplishment of their job

Jobs to be done and positioning

Your positioning, defined in a previous article, gains in power when it is aligned with the jobs to be done of your customers. Effective positioning clearly communicates how your brand helps to do a specific job better than the competition.

The job to be done method provides you with a thorough understanding of the motivations that drive your customers to buy. This knowledge is a valuable asset for developing products and services that are perfectly adapted to their real needs. Once these motivations are identified, you can build more relevant and personalized customer acquisition strategies that will truly resonate with the underlying needs of your target audience.

Now that you understand how to analyze the deep motivations of your customers, you are ready to discover how to turn these insights into effective acquisition strategies.