The core message of JTBD is clear: focus on people’s objectives, not on your company, offering, or brand.
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Like Des, I believe that business success comes from understanding human needs and motivations.
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At its core, the concept of JTBD is straightforward: focus on people’s objectives independent of the means used to accomplish them.
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that great products were built around solving problems. What Jobs-to-be-Done gave us was a better way of framing what we felt
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JTBD helps shift a collective mindset, from focusing on the organization and its solution to focusing on customers and their needs.
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First, having a clear unit of analysis—the job—provides a tangible focal point. Needs, emotions, and aspirations are then seen in relation to the job, layered on only after an understanding of the main job.
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because JTBD views an individual’s objective independent of technology, the technique future-proofs your thinking. Framing the job as universally as possible better prepares you to create solutions around how customers may act in the future, not tied to the past.
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businesses exist to create value—value as perceived by customers in satisfying needs (innovation) and value for the company by staying profitable (go-to-market).
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• Discover value: Find the right problem to solve for the people you serve. • Define value: Set the direction for addressing the problem you’ve identified. • Design value: Create solutions that are desirable, viable, and useful. • Deliver value: Present the solution to the market in a successful business model. • (Re)develop value: Continue to innovate and grow the business.
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JTBD focuses on what people seek to achieve in a given circumstance.
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