Jobs To Be Done
Jobs To Be Done (JTBD) is a business framework and methodology that helps companies better understand their customers' needs by focusing on the core problems that customers are trying to solve. Developed by Harvard Business School professor Clayton Christensen and his colleagues, the JTBD approach aims to uncover the underlying motivations that drive customer behavior and reveal opportunities for innovation and growth.
The central premise of the JTBD framework is that customers do not simply buy products or services; they "hire" them to fulfill specific needs or to get certain jobs done. These jobs can be functional, emotional, or social in nature, and understanding them can provide valuable insights into customer preferences and unmet needs.
To apply the JTBD framework, companies should start by identifying the jobs that customers want to get done. This can be accomplished through interviews, surveys, and other forms of market research. Once the jobs have been identified, the next step is to understand the context in which these jobs are performed, including any pain points or barriers that customers may experience.
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With a clear understanding of customer jobs and the associated pain points, companies can then explore opportunities for innovation. This may involve creating new products or services, improving existing offerings, or repositioning existing products to better align with customer needs. The JTBD framework encourages companies to think beyond traditional product features and benefits, focusing instead on the fundamental problems that customers are trying to solve.
In summary, the Jobs To Be Done framework is a powerful tool for understanding customer needs and identifying opportunities for innovation. By focusing on the underlying jobs that customers are trying to accomplish, companies can gain valuable insights into customer behavior and develop products and services that better address their needs.
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