Jobs to Be Done
Jobs to Be Done (JTBD) is a strategic framework developed by Clayton Christensen that reframes how you think about customers: instead of demographics, you focus on the 'job' a customer is 'hiring' a product or service to do. A 'job' is a problem or goal the customer has in a specific circumstance — functional, emotional, and social dimensions all count. In a workshop setting, JTBD shifts the team's lens from 'what are we building?' to 'what progress is the customer trying to make?' This prevents feature-obsession and refocuses strategy on real customer motivation. Teams map out job statements using the formula: 'When I [situation], I want to [motivation], so I can [outcome].' The framework is especially powerful before product strategy sessions, positioning work, or when a company is losing ground to unexpected competitors.
So geht's
- 1
Set context: explain that JTBD looks at what 'job' customers hire your product to do, not who they are.
- 2
Share customer interview quotes or research notes. If none exist, run a quick empathy mapping exercise first.
- 3
Identify the top 3-5 jobs customers are trying to get done using your product or in your problem space.
- 4
For each job, write a structured job statement: 'When [situation], I want to [motivation], so I can [desired outcome].'
- 5
Rate each job on two axes: importance (how often/urgently do customers need this?) and satisfaction (how well do existing solutions serve it?). Underserved jobs are your opportunity space.
- 6
Discuss implications: which jobs should your strategy prioritize? Which are you currently ignoring or underserving?
- 7
Map how your current product roadmap or strategy addresses — or fails to address — the top jobs.
- 8
Agree on 2-3 strategic priorities based on the most important, underserved jobs.
Tipps
Don't let teams fall into the trap of describing jobs using product features.
'I want to schedule a meeting' is a task, not a job.
Dig deeper: 'When coordinating with remote colleagues, I want to align quickly, so I can keep the project moving.' Functional jobs are easy to find — push for emotional and social jobs too.
Variationen
Combine with Value Proposition Canvas to map job-to-value alignment. Use 'Job Stories' instead of User Stories in product planning. Run a 'Job Safari' where teams observe customers in context before the workshop.
Einsatzbereiche
Häufig gestellte Fragen
Wann sollte ich Jobs to Be Done einsetzen?â–ľ
Setze Jobs to Be Done ein, wenn du Folgendes erreichen möchtest:: Product strategy and roadmap prioritization; Market positioning and messaging; New product concept development; Customer segmentation redesign; Competitive differentiation strategy.
Wie lange dauert Jobs to Be Done?â–ľ
Jobs to Be Done dauert typischerweise 60–120 Minuten.
FĂĽr wie viele Teilnehmer eignet sich Jobs to Be Done?â–ľ
Jobs to Be Done eignet sich am besten für Gruppen von 3–12 Personen.
Welche Materialien brauche ich fĂĽr Jobs to Be Done?â–ľ
Für Jobs to Be Done benötigst du: JTBD canvas template, sticky notes, markers, customer interview recordings or notes.
Wie schwierig ist es, Jobs to Be Done zu facilitieren?â–ľ
Jobs to Be Done ist als mittelschwer eingestuft — etwas Facilitation-Erfahrung ist hilfreich.
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Kostenlos testenMethod descriptions on Workshop Weaver are original content written by our team, based on established facilitation practices. This method was inspired by work from Clayton Christensen (Harvard Business School, 2003); popularized by Tony Ulwick and Bob Moesta.