Develop and Solve What Is Jobs to Be Done (JTBD)?
Most businesses think they know what customers want — more features, better prices, faster delivery. But often, those things aren’t the real reason people buy. The truth is, customers don’t buy products — they hire them to do a specific job in their lives.
That’s the idea behind the Jobs to Be Done (JTBD) framework. It helps you see your product not as an object or service, but as a tool people use to achieve a goal. Once you understand what job your customer is hiring your product to do, you can design better solutions, improve marketing, and build stronger loyalty.
Let’s break down what JTBD means, how it works, and how to apply it to your product strategy.
What Is Jobs to Be Done (JTBD)?
Jobs to Be Done (JTBD) is a theory that focuses on understanding why customers buy or use a product. It suggests that people “hire” products to get specific “jobs” done in their lives — whether functional, emotional, or social.
The key idea:
“People don’t want a quarter-inch drill. They want a quarter-inch hole.” — Theodore Levitt
In other words, customers aren’t buying your product for its features — they’re buying it for the outcome it helps them achieve.
Examples:
People don’t buy an umbrella — they hire it to stay dry.
People don’t buy an app — they hire it to save time or simplify work.
People don’t buy a gym membership — they hire it to feel healthier and more confident.
JTBD helps you look deeper than demographics or surface-level behavior to uncover real motivations behind decisions.
Why the JTBD Framework Matters
Most traditional marketing relies on who the customer is (age, gender, income) or what they do (clicks, purchases). JTBD focuses on why they act — the underlying reason behind their behavior.
Here’s why that’s powerful:
Clarity: You focus on the true purpose your product serves.
Innovation: You uncover unmet needs and design better solutions.
Alignment: Teams across design, product, and marketing work toward one clear goal.
Customer retention: When your product continues doing its job well, users stay loyal.
By applying JTBD, you stop competing on features and start competing on value.
Core Principles of JTBD
To apply JTBD effectively, it helps to understand its core principles:
Customers hire products, not buy them.
Every purchase decision is a “hiring” decision based on a need or situation.Jobs are stable over time.
Technology changes, but the underlying jobs don’t. People have always wanted to connect, save time, and feel secure.Context defines behavior.
The same person may “hire” different solutions in different situations. For example, someone might use Uber for a quick ride but drive themselves when not in a hurry.Competition includes alternatives.
Your competitors aren’t just other companies — they’re anything that helps get the job done. A notebook can compete with a task management app.
Understanding these principles helps you build solutions that fit real human needs — not just trends.
The Anatomy of a “Job to Be Done”
A job isn’t just a task — it’s a mix of functional, emotional, and social needs.
1. Functional Jobs
Practical, measurable outcomes.
Example: “I need to keep track of my expenses easily.”
2. Emotional Jobs
How users want to feel while achieving their goal.
Example: “I want to feel in control of my finances.”
3. Social Jobs
How users want others to perceive them.
Example: “I want my friends to see me as responsible.”
Each job blends these three layers — the logic, the emotion, and the social meaning. Great products address all of them.
How to Identify Jobs to Be Done
Finding your customers’ “jobs” requires curiosity and empathy. Here’s a step-by-step way to uncover them:
Interview customers deeply.
Don’t just ask what they like — ask why they bought and what they were trying to achieve.“What made you start looking for a solution?”
“What was difficult about your old method?”
“When did you realize you needed something new?”
Look for triggers.
Identify moments that push customers to act (e.g., frustration, time limits, new goals).Map the timeline.
Follow the customer journey from awareness to purchase. What events led up to the decision?Find the alternatives.
What else could they have done? Competitor products, DIY methods, or doing nothing at all.Group similar jobs.
Combine responses into clear, common patterns that represent the main “jobs” your product performs.
This process helps you move beyond assumptions and understand real-world motivations.
JTBD Example: Spotify
Let’s take Spotify as an example.
At first glance, it’s a music app. But according to JTBD, people don’t “hire” Spotify to just play songs — they hire it to do specific jobs, like:
Functional: “I want easy access to music I love.”
Emotional: “I want to relax and improve my mood.”
Social: “I want to discover and share music with friends.”
Spotify uses these insights to design personalized playlists, social sharing features, and mood-based categories — directly addressing each “job.”
This is how JTBD thinking leads to smarter, user-focused innovation.
JTBD vs. Traditional Market Research
| Approach | Focus | Limitation | JTBD Advantage |
| Demographics | Who the customer is | Ignores motivation | Looks at why they buy |
| Psychographics | Personality and lifestyle | Hard to link to behavior | Based on real context |
| Feature-driven research | Product capabilities | Assumes users want more features | Focuses on outcomes, not features |
JTBD flips the focus from product to purpose — and that shift changes everything about how you build and market.
How to Use JTBD in Product Development
Once you understand your customers’ jobs, you can apply that insight across your product lifecycle:
Product Design
Prioritize features that directly support the main jobs.
Simplify or remove features that don’t add value.
Marketing
Craft messages that focus on outcomes (“Save time” vs. “New dashboard layout”).
Show how your product fits into users’ real-life situations.
User Research & Testing
Use “jobs” to frame usability testing scenarios.
Ask: “Does this feature help the user complete their job faster or better?”
Customer Success & Retention
Build onboarding experiences that highlight how your product fulfills the job quickly.
Keep improving based on evolving needs, not just usage data.
JTBD keeps your entire team aligned around the why behind your product — not just the what.
Common Mistakes When Applying JTBD
Avoid these pitfalls when implementing the framework:
Assuming one product = one job. Users often hire a product for multiple jobs.
Focusing only on function. Emotional and social needs matter too.
Skipping real research. JTBD insights must come from user conversations, not assumptions.
Ignoring context. A job might differ depending on time, place, or situation.
Overcomplicating it. Keep your jobs clear, specific, and actionable.
JTBD should simplify your understanding of users, not make it harder.
Benefits of Using the JTBD Framework
When done right, JTBD gives you a new level of product clarity:
Improved product-market fit: Build solutions around what users truly need.
Smarter innovation: Spot unmet needs before your competitors do.
Clearer communication: Align marketing messages with real outcomes.
Better user experience: Design products that feel natural and purposeful.
Higher loyalty: Users stick with products that consistently get the job done.
The best products don’t just work — they work for people in ways that matter to them.
Conclusion
The Jobs to Be Done (JTBD) framework helps you step into your customers’ world and see your product the way they do — as a tool to achieve progress.
Instead of guessing what features to build next, you focus on what job your users are hiring your product to do. That clarity helps you design better experiences, communicate value more effectively, and build products that last.
Because in the end, success doesn’t come from what your product does — it comes from what it helps people do better.
FAQs
What is Jobs to Be Done (JTBD)?
JTBD is a framework that helps you understand why people buy or use a product. It focuses on the “job” they’re trying to get done — the outcome they want to achieve.
How is JTBD different from user personas?
Personas describe who the customer is. JTBD explains why they act — focusing on the situation and motivation rather than demographics.
What are the main types of jobs in JTBD?
There are three types: functional (practical tasks), emotional (how users feel), and social (how they want to be perceived).
How can businesses use JTBD?
Businesses use it for product design, marketing, and innovation. It helps align teams around customer goals and create solutions that deliver real value.
What’s an example of JTBD in action?
A coffee shop isn’t just selling coffee — customers hire it to “wake up,” “take a break,” or “feel social.” Understanding these jobs helps design better experiences for each situation.