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The JTBD Framework for Understanding Your Customer’s Needs

13 April 2023 by Shweta Jhajharia

The Jobs-To-Be-Done (JTBD) framework is a powerful tool for understanding your customers’ needs and developing products and services that meet those needs. The framework focuses on understanding the underlying motivations and goals that drive customer behavior, rather than just their demographic or psychographic characteristics. In this article, we’ll explore the JTBD framework and how it can help you to better understand your customers’ needs. 

What is the Jobs-To-Be-Done framework? 

The JTBD framework is based on the idea that customers “hire” products or services to help them accomplish a specific job or task. A job can be anything from “stay connected with friends and family” to “find a reliable babysitter.” By understanding the jobs that customers are trying to accomplish, businesses can develop products and services that better meet those needs. 

The JTBD framework consists of four main components: 

  1. Job: The job that the customer is trying to accomplish. 
  2. Motivation: The underlying motivation or goal behind the job. 
  3. Outcome: The desired outcome or result of the job. 
  4. Constraints: The limitations or obstacles that the customer faces when trying to accomplish the job. 

By understanding these components, businesses can gain a deeper understanding of their customers’ needs and develop products and services that better meet those needs. 

How to use the JTBD framework 

To use the JTBD framework, start by identifying the jobs that your customers are trying to accomplish. This can be done through customer research, surveys, or one-on-one interviews. Ask customers about the jobs they are trying to accomplish and what they struggle with when trying to accomplish those jobs. 

Next, identify the motivation behind the job. Ask customers why they are trying to accomplish the job and what motivates them to do so. Understanding the underlying motivation can help you to develop products and services that better meet those needs. 

Once you’ve identified the job and motivation, consider the desired outcome. What does the customer hope to achieve by accomplishing the job? What is the end result they are looking for? This can help you to develop products and services that provide a clear benefit to the customer. 

Finally, consider the constraints that the customer faces when trying to accomplish the job. What obstacles or limitations do they face? How can you design products and services that help them to overcome those obstacles? 

Benefits of the JTBD framework 

The JTBD framework provides a number of benefits for businesses looking to understand their customers’ needs. By focusing on the jobs that customers are trying to accomplish, businesses can develop products and services that better meet those needs. This can lead to increased customer satisfaction, improved customer loyalty, and increased sales. 

Additionally, the JTBD framework can help businesses to identify gaps in the market and develop products and services that address those gaps. By understanding the jobs that customers are trying to accomplish and the constraints they face, businesses can identify opportunities for innovation and differentiation in the market. 

Conclusion 

The Jobs-To-Be-Done framework is a powerful tool for understanding your customers’ needs and developing products and services that meet those needs. By focusing on the jobs that customers are trying to accomplish, businesses can gain a deeper understanding of their customers’ motivations and goals. This, in turn, can lead to improved customer satisfaction, increased customer loyalty, and long-term business success. 

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Shweta Jhajharia

Shweta Jhajharia is one of the leading authorities on Business Value Building and the creator of the unique 6M Model. Shweta is widely respected as an impactful, intelligent and results orientated professional who helps business leaders unleash their potential to reach meaningful, higher objectives. This realisation of potential and maximisation... Read more
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