The Core Tenets of Jobs-to-be-Done Theory - Deepstash
The Core Tenets of Jobs-to-be-Done Theory

The Core Tenets of Jobs-to-be-Done Theory

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What Is Jobs To Be Done Theory

What Is Jobs To Be Done Theory

JOBS-TO-BE-DONE is a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make innovation far more predictable and profitable.

  • Markets aren’t defined around products, but groups of people trying to get a job done.
  • Customers aren’t buyers, they are job executors.
  • Competitors aren’t just companies that make products like yours, they are any solution used to get the job done.
  • Customer segments aren’t based on demographics or psychographics, they are based on how customers struggle differently to get a job done.


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The 5 Key Tenets Of Jobs To Be Done Theory

The 5 Key Tenets Of Jobs To Be Done Theory

People buy products and services to get a “job” done.

Jobs are functional, with emotional and social components.

  • A Job-to-be-Done is stable over time, customer needs don't change - only evolve.
  • A Job-to-be-Done is solution agnostic.
  • A deep understanding of the customer’s “job” makes marketing more effective and innovation far more predictable.
  • People want products and services that will help them get a job done better and/or more cheaply
  • People seek out products and services that enable them to get the entire job done on a single platform


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Experience designer and design teacher interested in well-being, accessibility and great design practices. Specialising in service design, product design and user research.


Jobs to be done is an important form of business problem solving and user centred design

Natasha Bee's ideas are part of this journey:

Productivity Systems

Learn more about problemsolving with this collection

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