Jobs To Be Done

The job your user hires you for — when, I want, so I can.

In Persona / Context · Out Job Statements · Cost 25 credits

What it does

Reframes needs as jobs people are trying to get done, across three dimensions: functional (what has to happen), emotional (how they want to feel), social (how they want to be seen).

When to reach for it

When demographics have stopped explaining behaviour. JTBD asks what the product is being hired for, which usually reveals a competitor set you hadn’t counted.

⚠ What it is not

Not a check on whether the problem is the right one — the subject is taken as given, and the method describes the progress a user is hiring a solution to make. The jobs come in the “When …, I want …, so I can …” form, the additional ones tagged functional, emotional or social; the desired outcomes are not jobs but measurable results, each rated 1 to 10 for importance and satisfaction. Question Zero is the method that questions the problem itself; it hands back assumptions, a root question and reframings, not jobs.

What it feeds

Value Prop Canvas and prioritisation — the opportunity score (importance versus satisfaction) points at where improvement actually pays.