Jobs to be done

In the ever-evolving landscape of product management, understanding what drives customers to use a product is vital to creating products that truly satisfy their needs. The Jobs-to-Be-Done (JTBD) framework has emerged as a powerful tool to uncover the motivations behind user behavior and help product managers design products that address these specific needs. In this article, we will explore the concept of the Jobs-to-Be-Done framework, its definition, key principles, implementation process, and the valuable benefits it offers to product managers and their teams.

The Jobs-to-Be-Done framework is a concept that focuses on understanding the underlying “jobs” or tasks that customers hire a product to do. Rather than solely analyzing product features, JTBD delves into the “why” behind user actions, revealing the functional, emotional, and social aspects that influence their product choices.

Key Principles

  1. Outcome-Oriented Thinking: JTBD emphasizes the outcomes that customers aim to achieve when using a product, helping product managers design solutions that meet these specific goals.
  2. Contextual Understanding: The framework requires understanding the broader context in which customers seek a product, including their pain points, alternatives, and constraints.

Implementation Process

  1. Conducting Interviews: Product managers conduct in-depth interviews with customers to understand the specific jobs they are trying to accomplish and the progress they seek.
  2. Identifying Jobs and Outcomes: From the interview data, product managers identify the key jobs customers need to be done and the outcomes they desire.
  3. Solution Alignment: Product managers align product features and improvements with the identified jobs and outcomes, ensuring a more user-centric product development process.

Real-World Examples

  1. Milkshake Innovation: A famous example is the milkshake innovation at a fast-food restaurant. Through JTBD analysis, the restaurant discovered that customers were hiring milkshakes as a convenient breakfast option during their commutes.
  2. Smartphone Cameras: Understanding the jobs customers hire smartphone cameras to do has led to continuous improvements in camera technology to meet user needs for capturing high-quality photos and videos.


The Jobs-to-Be-Done framework is a powerful tool for product managers to uncover user motivations and create products that address specific customer needs. Its outcome-oriented approach and contextual understanding lead to precise product alignment and a competitive advantage. Real-world examples demonstrate how JTBD drives innovation in diverse industries.

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