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Build Products That Solve Real Problems With This Lightweight JTBD Framework

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First Round Review
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Need curiosity and listening to ensure problems you think should be solved are actually pain points. Jobs-to-be-done (JTBD) framework helps find these pain points.  Do the work to make sure you are building a product that people will actually find valuable.

3 main issues companies run into when building a product

  1. Relying too heavily on your own vision
    1. Confirmation bias leads to assumption consumers want a product
  2. More focused on excitement of the technical challenge than your users
    1. New and fun to build doesn’t mean people want it
  3. You can’t articulate a value proposition and the team doesn’t align
    1. Need a shared sense of empathy on issues users face

JTBD framework creates non-obvious insights about an audience

People complete certain ‘jobs’ and ‘hire’ specific products or services to accomplish them

JTBD statement describes how a product/service fits into a person’s life

- Increases focus across your team on solving important problems
- Higher likelihood of deliver new value
- Stronger understanding of competition for the product

4 step process to create JTBD statement

  1. Define audience clearly
    1. Clear characteristics
  2. Ground yourself in market research
    1. What they currently use, pain points
  3. Talk to your users
    1. Find motivations, barriers, current products they use
  4. Prioritize
    1. Focus on 1 ‘job’ that your product can solve, not all of them

Structure of JTBD statement

- When I… (context)
- But… (barrier)
- Help me… (goal)
- So I.... (outcome)

JTBD can be used in each stage of product development

- Idea generation
- Feature prioritization
- Value proposition testing
- Go to market planning
- Analyzing customer data and feedback

Revisit JTBD statement to ensure it is still solving the customer’s problem over time

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