The Framework That Predicts Product Success
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People don’t want a quarter-inch drill. They want a quarter-inch hole.
THEODORE LEVITT, HARVARD BUSINESS SCHOOL
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27 reads
The job is the unit of analysis, not the custome
- Traditional market research segments customers by age, income, or behavior.
- JTBD segments by the job people need done.
- A 25-year-old and a 65-year-old might hire the same product for the same job, despite having completely different demographics.
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21 reads
Products compete across categories, not within them.
- A Netflix subscription doesn’t just compete with other streaming services; it competes with books, video games, social media, or anything else people hire for entertainment.
- Understanding the real job helps identify unexpected competitors and opportunities.
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19 reads
Jobs have emotional and social dimensions beyond functional need
- People don’t just hire products to accomplish tasks; they hire them to feel a certain way or project an identity.
- A luxury watch isn’t just hired to tell time; it’s hired to signal success and craftsmanship.
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19 reads
Focus on the circumstances, not just the outcome
- The same person might hire different products for the same job depending on their situation.
- Someone might hire a food truck for lunch when they’re busy at work, but hire a sit-down restaurant when they want to impress a client.
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18 reads
Jobs remain stable while solutions evolve
- People have been hiring products for transportation, communication, and entertainment for centuries.
- The specific solutions change from horses to cars to rideshares but the underlying jobs remain constant.
- This stability makes jobs a reliable foundation for innovation.
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12 reads
The job, not the customer, is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy.
CLAYTON CHRISTENSEN, HARVARD BUSINESS SCHOOL
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14 reads
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CURATOR'S NOTE
The Jobs-to-be-Done (JTBD) framework revolutionizes product development by focusing on the job customers hire products to accomplish, rather than customer demographics or product features.
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