INTRO
CHAPTER 02
INTRO
CHAPTER 02
INTRO
CHAPTER 02

What is
Jobs-to-be-Done?

What is Jobs-to-be-Done?

What is Jobs-to-be-Done?

Jobs-to-be-Done is best defined as a perspective — a new lens through which you can observe markets, customers, needs, competitors, and customer segments more insightfully.

When you look at marketing and innovation through a Jobs-to-be-Done lens, everything looks different:

The unit of analysis is no longer the customer or the product. It’s the “job” the customer is trying to get done.

Markets aren’t defined around products. They are defined as groups of people trying to get a job done.

Customers aren’t just buyers. They also include job executors.

Needs aren’t vague, latent and unknowable. They are the metrics customers use to measure success when getting a job done.

Competitors aren’t companies that make products like yours. They are companies with any solution people use to get the job done.

Customer segments aren’t based on demographics or psychographics. They are based on how customers struggle differently to get a job done.

When you think about your market from this perspective, you are much more likely to create and deliver extraordinary products and services.
Why?

Products come and go, but the customer’s job-to-be-done is stable over time. With a stable unit of analysis, you can define customer needs that are stable over time, too, which gives you unique, robust targets for value creation.

In short, using a Jobs-to-be-Done lens, you can take your understanding of customer needs to the next level. And with the right customer inputs, you can orchestrate the systematic creation of customer value across the organization.

This chapter explains nine tenets of Jobs-to-be-Done Theory and prepares you for applying these tenets to grow your own business. You’ll also find out how Arm & Hammer used these tenets to turn around a streak of lackluster product launches — and grow 30%+ year-over-year.

What is Jobs-to-be-Done Theory?

What is
Jobs-to-be-Done Theory?

When looking at marketing and innovation through a jobs-to-be-done lens, a theory begins to emerge.

When looking at marketing and innovation through a jobs-to-be-done lens, a theory begins to emerge.

When looking at marketing and innovation through a jobs-to-be-done lens, a theory begins to emerge.

Jobs-to-be-done theory consists of a group of principles or tenets that form a foundation for making marketing more effective and innovation more predictable by focusing on the customer’s job-to-be-done.

The theory is based on the notion that people buy products and services to get a “job” done. Jobs Theory goes on to say that by understanding in detail what that “job” entails, you are far more likely to create and market solutions that will win in the marketplace.

You can confidently rely on these nine tenets as the building blocks for predictable growth:

01

02

Jobs are functional—with emotional and social components.

03

A Job-to-be-Done is stable over time.

04

A Job-to-be-Done is solution agnostic.

05

Success comes from making the job the unit of analysis, rather than the product or the customer.

06

A deep understanding of the customer’s job makes marketing more effective — and innovation far more predictable.

07

Innovation becomes predictable when “needs” are defined as the metrics customers use to measure success when getting the job done.

08

People want products and services that will help them get a job done better and/or more cheaply.

09

People seek out products and services that enable them to get the entire job done on a single platform.
Each of these tenets brings new insights into your company’s business practices — increasing the organization’s ability to create and market breakthrough products and services. Let’s look at each in more detail.
JTBD GUIDE
HOW TO INNOVATE AT THIS STEP IN THE JOB MAP

Take your Jobs-to-be-Done practice to the next level

Download your free copy of Tony Ulwick’s book Jobs-to-be-Done: Theory to Practice.

FREE JTBD E-BOOK DOWNLOAD

Jobs-to-be-Done is best defined as a perspective — a new lens through which you can observe markets, customers, needs, competitors, and customer segments more insightfully.

When you look at marketing and innovation through a Jobs-to-be-Done lens, everything looks different:

The unit of analysis is no longer the customer or the product. It’s the “job” the customer is trying to get done.

Markets aren’t defined around products. They are defined as groups of people trying to get a job done.

Customers aren’t just buyers. They also include job executors.