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A Summary of

What is Jobs to be Done (JTBD)?

by
Alan Klement
JTBD.info
View original

JTBD describes the mechanisms that cause a consumer to adopt an innovation.

  • The process a consumer goes through whenever they want to change their existing life situation but can't due to constraints.

What does JTBD look like?

  1. Consumer experiences a change in their life.
  2. They are presented with an opportunity for self-betterment.
  3. They find a product that helps realize that growth opportunity.

What isn’t JTBD?

  • An activity or a task - e.g. listening to music.
  • Different types of jobs

Is JTBD a Consumer Job?

  • Consumer Jobs is the idea that we buy and use things to improve ourselves.
  • JTBD is either part of or an entire Consumer Job.

Where does JTBD theory come from?

  1. Joseph Schumpeter and creative destruction - innovations steal customers from incumbent offerings and then eventually go on to replace them.
    1. e.g. Horses and ships used to be our primary source of transportation, but cars and airplanes replaced them.
  2. W. Edwards Deming and system thinking - producers and customers are connected by systems.
    1. Influenced Consumer Jobs the most.
    2. Said simply making a product better wasn't enough, as eventually, someone will invent something new.
    3. Ask, "what new product or service would help our customers more?"
  3. Psychology - helps us understand how and why customers don’t make rational decisions when buying and using products.
    1. To make a great product, you must understand human emotion.
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