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Jobs to be done

The keystone of the Jobs To Be Done (JTBD) philosophy is the customer interview. When you’re able to work with a customer to relive that moment of struggle they had and ehy they hired a product to relieve them of pain which they felt. Even more interesting, is when we start uncovering our hidden competition (products used to do a job insted of our product).


2 reads


How the process looks

How the process looks

  1. When did you first realize you [needed something to solve your problem]?
  2. Where were you?
  3. Were you with someone?
  4. What were you doing, or trying to do when this happened?

Just like securing a boat at sea, we begun by dropping our bow anchor by starting with ...


1 read

Get in the mood of remembering

  1. When did you purchase the product?
  2. Where were you?
  3. What time of day was it? (daytime/ nighttime?)
  4. What was the weather like?
  5. Was anyone else with you at the time?
  6. How did you purchase the product?
  7. Did you buy anything at the same time?


8 reads

Think about competition a bit more holistic

  1. Tell me about how you looked for a product to solve your problem.
  2. What kind of solutions did you try? Or not try? Why or why not?

Because solutions such as buying hiking boots or getting boots resoled would have negated the need to buy new boots, they are in fact competit...


1 read

Different circumstances effect our buying decision

  1. Did you ask anyone about what they thought about the purchase?
  2. What was the conversation when you talked about purchasing the product with your <spouse/friend/parents>?
  3. Before purchase did you imagine what using the product would be like? Where were you when you were th...


1 read

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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 t...

How To Write A Jobs To Be Done Statement

How To Write A Jobs To Be Done Statement

"Help me brush my teeth in the morning” is not a great example of a Job to Be Done statement.

It infers an existing solution (a toothbrush) and there’s only so far you’ll be able to expand your thinking within that bubble.

It's a valid approach to designing innovations that i...

Reason for Corporate Speak

The underlying reasons for the use of this kind of language by employees can be:

  • Hidden anxiety about our relationship to work.
  • Concealing the trivial nature of our work.
  • Being internally ashamed of the kind of work being done.
  • Being constantly worried abou...


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