The Job-To-Be-Done
A “job” is the fundamental problem a customer needs to resolve in a given situation.
| Product bought | Function | Actual objective (JTBD) |
|---|---|---|
| Milkshakes | Drink | Avoid boredom during drive, filling enough not feel hungry soon |
| Ikea furniture | Furnishing | Starter home, instant decoration, I need to furnish this place today |
| Weber grill | Barbeque | Make me a better host and entertainer, make me feel like a grilling hero |
| Gucci, Louis Vuitton | Clothes | Feel macho, pampered, prestigious |
| Metro newspaper | News | Pass commute productively |
| Starbucks | Coffee | Mobile office |
| Hospital beds | Sleep/Rest/Recover | Save nurses’ time, improve profitability |
| Boat rides | Sightseeing | Entertain out of town visitors |
| Short board games | Entertainment | Spend quality time with family |
| GM OnStar | Connectivity | I want to be sure that my family and I will be taken care of. Peace of mind in case of accident. |
| Swiffer | Floor cleaner | Dustpan not required, hassle-free cleaning |
| Scuba diving class | Scuba diving | Activity for honeymoon couples to do together |
| Kodak camera | Take photos | Share fun moments with family and friends |
| 40% juice box | Drink | Reduce guilt about buying unhealthy snacks |
| Dining tables | Place to eat | Treasure trove of memories, hard to let go |
| Disney Theme Parks | Entertainment | I want a warm and loving escape with my family into a fantasy |
| SAS Institute | Statistical software | I need to make the right decision, and the safe decision |
| FedEx | Courier | I need to get this from here to there with perfect certainty as fast as possible |
| Hilti | Hardware tools | I need to finish this construction job on time and on budget |
| MS Office | Word processing | I need a persuasive document that clearly communicates and makes me look good |
| Mayo Clinic | Diagnostics | I need a precise diagnosis of & recommended therapy for my disease |
References
- Clayton M. Christensen, “Module note - Integrating Around the Job to be Done”, Harvard Business Review, August 2010
- Clayton M. Christensen, Scott D. Anthony, Gerald N. Berstell, and Denise Nitterhouse, “Finding the Right Job for Your Product,” MIT Sloan Management Review 48, no. 3 (spring 2007), pp. 38-47.
