itsual Jobs-to-be-Done
Overview
People don’t buy products — they hire them to make progress in a specific circumstance. JTBD focuses on the job, the context, and the struggles that create demand for a better solution.
When to Use
- Problem framing and opportunity definition
- Customer interviews and insight synthesis
- Positioning and messaging
- Evaluating feature ideas against real demand
Core Concepts
- Job statement (when / I want to / so I can)
- Functional, emotional, and social dimensions of the job
- Circumstances and forces (push, pull, anxiety, habit)
- Current solutions and their shortcomings
- Desired outcomes and success criteria
Principles
- Focus on the progress the customer seeks, not demographics alone
- Explore switching behavior and “hire/fire” moments
- Distinguish the job from your current solution
- Use JTBD to generate solutions, not just to describe users
Verification
- Job statements are specific and circumstance-aware
- Insights explain why customers switch or stay
- Product decisions can be traced back to jobs and outcomes