Learning Jobs to be done

<aside> 💡 To learn about Jobs to be Done (JTBD), take your time and go through each of the following learning modules.

These are simply curated articles, videos & resources to help you and your team quickly learn the vocabulary and techniques of JTBD.

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What is Jobs to be Done? (Core Concepts)

A lens for viewing your products and solutions in terms of the jobs customers are trying to achieve. Instead of looking at the demographic factors of usage, JTBD focuses on what people seek to achieve in a certain circumstance (see Clayton Christensen's Milkshake video).
A way to understand the goals that people want to accomplish. Achieving those goals amounts to progress in their lives. Jobs are also the needs, motivators, and drivers of behavior: they predict why people behave the way they do. This moves beyond mere correlation and strives to find causality.
A chance to step back from your business and understand the objectives of the people you serve. To innovate, don’t ask customers about their preferences, but instead understand their underlying needs and motivations.
A framework for improving collaboration and communication across disciplines and stage groups. Since JTBD isn't particular to any expertise (for example, product, UX, marketing), it can be used by all of these disciplines to focus team members on the core problem that the business aims to solve for its customers. For example, rather than marketing having personas, UX having user stories, and so on, the company can use JTBD to establish common, high-level definitions that everyone can use.

They are not about your product, service, or brand. People “hire” products to get a job done. Instead of focusing on your own solution, you must first understand what people want and why that’s important to them.
They are not about specific products or particular solutions. Instead, they focus on the process that people go through to solve a problem.