Jobs to Be Done Framework. A new way to think through ideas!

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Hello!

I want to show you a new thought framework for your startup idea.

But first…

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Ok here we go…

What is the Jobs to Be Done Framework?

The Jobs-to-Be-Done (JTBD) framework focuses on understanding the underlying "job" a customer is trying to accomplish when they hire a product or service.

Wait. HIRING a product or service?

Let me explain…

Instead of thinking about problems and solutions - you think about exactly what customers are trying to accomplish, and why. You’re thinking about the ‘job’ they are undertaking — their motivations behind it and what that entire job might consist of.

This might help you make sense of it…

For example, a person buying a drill isn’t looking for a drill—they’re looking for a way to make holes. The job is, I need a ¼ inch hole in my wall.  

Then you think through — well, why are they making a hole?

What job are they trying to get done?

AND, most importantly, what does that ENTIRE job look like, and can we help them accomplish more aspects of that job in addition to just helping them drill a hole?

By identifying these "jobs," you can develop solutions that align more closely with customer needs.

Understanding JTBD is crucial because it helps startups avoid focusing solely on features or superficial customer wants. Instead, it digs into the functional, emotional, and social reasons why customers make decisions. This is a deeper understanding of the customer — it’s an exploration of are we fully helping them complete the job — or are we only solving one aspect of it?

Let’s go through a few examples of this, below…

Note:

Tony Ulwick is the person who created this JTBD framework. He runs a consulting firm called Strategyn.com. If you want to read the complete framework (highly recommended) please go here: Jobs to Be Done Framework

Examples of JTBD in action

Coffee Shops

• JTBD: A customer “hires” a coffee shop to create a productive environment for work, not just to get coffee.

• Outcome: A shop offering strong Wi-Fi, comfortable seating, and quiet spaces could better fulfill this job compared to competitors.

• The old way just focused on coffee.  
  But when shops realized the full job of their customer is to get a shot of caffeine while they work — then they also added the work environment.

Streaming Services

• JTBD: Users may hire a streaming service to “unwind after a stressful day.”

• Outcome: The service could focus on curating relaxing or feel-good playlists rather than just increasing its library of content.

• The old way just focused on delivering content. 
  But now the streaming services understand exactly what their watchers are trying to accomplish, and they can curate content that helps them complete ‘the job’.

One more example:

GoDaddy realizes their customers are working on the job of creating an online identity.

They used to only sell domains — but now they offer hosting, SEO packages, branding kits, logos, AI content writing tools and much more.

GoDaddy helps customers complete their entire job.

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Here is the direct link if the image doesn’t show up: Jobs to Be Done Framework Generator

Let’s hear what others say about JTBD

What do you think about the JTBD framework?

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