The Jobs-to-be-Done Canvas

Immerse your product team in a new way to think about innovation.

Using the Jobs-to-be-Done Canvas, product team members are guided to gain agreement on:

  • Who the job executor is
  • What job the customer is trying to get done
  • All of the steps that comprise the customer’s job-to-be-done
  • Associated consumption chain, related and emotional jobs
  • The customer’s desired outcomes (needs) associated with getting the core and consumption chain jobs done

The canvas is designed to tease out these inputs, all of which are required to make the innovation process more predictable.