There’s a new framework in town that is shaking up the way businesses understand their customers: the jobs to be done (JTBD) framework. JTBD is an effective tool for understanding customer needs because it takes into account what people are trying to accomplish, rather than what they are buying. 

There’s a reason the jobs to be done framework is gaining popularity among marketers – it’s incredibly effective in understanding customers. This approach focuses on what a customer is trying to achieve, rather than who they are or what they want. It helps you see beyond your product and understand the real need that your product or service solves for your customer.

This framework can be applied at any stage of the customer journey, from initial research and discovery all the way through to post-purchase support and loyalty. By understanding what job your product or service is helping customers accomplish, you can create messaging that resonates with them and drives more engagement with your brand.

In order to apply the JTBD framework, you first need to identify the “job” that your product or service is helping customers complete. This can be anything from “I need a job” to “I need a new car”. Once you have identified the job, you can start thinking about how your product or service can help customers complete that job better than anyone else. 

The beauty of JTBD is that it allows businesses to get creative and think outside the box when it comes to solving customer problems. For example, if you sell cars, you might not just think about how your car can get someone from point A to point B. You might also think about how your car can make someone feel powerful and important behind the wheel. 

Jobs To Be Done has quickly become one of my favourite frameworks for understanding customers because it helps me see beyond their surface level wants and needs. For example,  I want a new phone, and dive deep into what they are really trying to accomplish with their purchase. For example, I want a phone, so I can stay connected with my family.

 If you want to learn more about Jobs To Be Done or start using it in your business, check out this great article by Clay Christensen.