Jobs-to-be-Done (JTBD)
Framework for understanding why customers "hire" and "fire" solutions.
Job Statement Format
When [situation/trigger],
I want to [motivation/goal],
so I can [expected outcome].
Example:
When I receive customer feedback after a product launch,
I want to quickly identify common themes,
so I can prioritize fixes before the next sprint.
JTBD Canvas
## Job: [Core functional job]
### Trigger/Situation
- When does this job arise?
- What context are they in?
### Functional Job (what they're trying to do)
[Action verb] + [object] + [clarifying context]
Example: "Organize customer feedback by theme before weekly product meeting"
### Emotional Job (how they want to feel)
- Feel [emotion] about [situation]
Example: "Feel confident presenting insights to leadership"
### Social Job (how they want to be perceived)
- Be seen as [perception] by [audience]
Example: "Be seen as data-driven by the exec team"
### Current Solutions
| Solution | Hiring Criteria | Firing Criteria |
|----------|-----------------|-----------------|
| [Tool/workaround] | [Why they use it] | [Why they'd stop] |
### Outcome Metrics
What does "job done well" look like?
- Speed: [Complete X in Y minutes]
- Quality: [Z accuracy/completeness]
- Confidence: [Feel certain about decision]
Hiring & Firing Criteria
Hiring Criteria (why they start using):
- Solves the functional job better
- Makes them feel the emotional job
- Improves their social perception
- Lower switching cost than pain of status quo
Firing Criteria (why they stop using):
- Job changes or goes away
- Better solution emerges
- Switching cost decreases
- Pain of current solution exceeds benefit
Job Mapping Questions
### Situation
- "When did you first realize you needed something like this?"
- "What was happening right before you started looking?"
### Push/Pull Forces
- "What made the old way unacceptable?" (push away)
- "What attracted you to the new solution?" (pull toward)
### Anxiety/Habit
- "What concerns did you have about switching?"
- "What kept you using the old way for so long?"
Common Mistakes
| Mistake | Problem | Fix | |---------|---------|-----| | Too broad | "Manage my business" | Add context/constraints | | Solution-focused | "Use a spreadsheet" | Focus on outcome | | Missing emotion | Just functional | Add emotional/social jobs | | Ignoring context | Generic job | Specify situation/trigger |