What is Jobs to be Done

The 'Jobs to be Done' framework helps understand why and how people buy products. By understanding these jobs, companies can significantly increase their chances of connecting the right product with the right buyer at the right time.

John, a product developer, faced failures by relying on personas (which didn't explain product development needs), focusing solely on engineering features (leading to complex and unappealing products), and directly asking customers for features (resulting in expensive, unfocused products that still didn't sell).

John's experience buying pizza for two different occasions—a quick meal for his son's soccer team and a celebratory dinner with his wife—revealed that he 'hired' different pizzerias for distinct 'jobs to be done'. It wasn't about demographics or features, but the underlying need or situation.

Inspired, John researched the 'Jobs to be Done' framework. Instead of asking customers what they wanted, he asked about their situation when they last bought a similar product. This helped him uncover the true 'jobs' his customers were trying to accomplish with his product, which he had never considered before.

By understanding the specific jobs his customers were hiring his product for, John knew what features to include and exclude in his next launch. This understanding also informed his marketing messages, allowing him to use customer-centric language and identify new, convenient sales channels, ultimately leading to successful product development and sales.