The Jobs To Be Done (JTBD) framework represents a unique approach to understanding customer needs and behaviours. Unlike traditional approaches that primarily focus on demographics, JTBD delves deeper into the actual objectives and motivations of customers, providing a more holistic view of what drives their decisions.
This method is particularly effective in fostering innovation and creativity within teams. By asking the pivotal question, “What job is your customer hiring your product or service to do?”, businesses can move beyond conventional thinking and uncover the real purposes behind purchases. This approach is not just about fulfilling a need; it’s about comprehending the entire context in which a customer makes a decision.
The 3 Dimensions Of JTBD
JTBD’s strength lies in its ability to dissect customer needs into three distinct but interconnected dimensions: social, functional, and emotional. The social dimension addresses how customers want to be seen by others, reflecting the impact of societal expectations and peer influences. The functional dimension is concerned with the practical or utilitarian aspect of the customer’s needs – what they are physically trying to accomplish. The emotional dimension, perhaps the most nuanced, deals with the feelings or emotional states that customers seek to achieve or avoid.
Integrating these dimensions provides a comprehensive understanding of customer needs, allowing for more empathetic and effective product and service design. It ensures that offerings are not just functionally sound but also emotionally resonant and socially relevant.
Utilising The JTBD: A Template For Clarity
To apply JTBD effectively, a specific template statement is useful: “When ____________ (situation), I want to ____________ (motivation), so I can _______________ (expected outcome).”
This template aids in explicitly defining the customer’s situation, their motivation, and the desired outcome. It’s a tool that brings clarity and focus to the design and development process.
For example, consider of a busy working parent looking for a quick and healthy meal option for their family: When I am short on time after a long workday (situation), I want to quickly prepare a nutritious meal (motivation), so I can ensure my family eats healthily without me spending hours in the kitchen (expected outcome).”
By using the JTBD template, a business can understand that this customer, under time constraints, is motivated by the need to prepare a nutritious meal quickly, with the desired outcome of ensuring their family’s health without spending excessive time in the kitchen. This understanding can lead to the development of products like easy-to-prepare meal kits or nutritious ready-to-eat dishes, directly catering to this specific need.
In Summary…
JTBD offers a transformative perspective for businesses. It allows for a deeper understanding of customer behaviour, focusing on their actual jobs-to-be-done rather than just demographic details. This approach leads to more meaningful connections with customers and drives innovation in product development, marketing strategies, and overall customer experience enhancements. By employing JTBD, businesses can not only meet but anticipate and shape customer expectations and aspirations, creating products and services that are not just functional, but meaningful and resonant.
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