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.
How to run it
- 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.
Tips
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.
Variations
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.
Where it fits
Frequently asked questions
When should I use Jobs to Be Done?â–¾
Use Jobs to Be Done when you want to: Product strategy and roadmap prioritization; Market positioning and messaging; New product concept development; Customer segmentation redesign; Competitive differentiation strategy.
How long does Jobs to Be Done take?â–¾
Jobs to Be Done typically takes 60–120 minutes.
How many participants does Jobs to Be Done work for?â–¾
Jobs to Be Done works best for groups of 3–12 participants.
What materials do I need for Jobs to Be Done?â–¾
To run Jobs to Be Done you will need: JTBD canvas template, sticky notes, markers, customer interview recordings or notes.
How difficult is Jobs to Be Done to facilitate?â–¾
Jobs to Be Done is rated intermediate — some facilitation experience is helpful.
Plan your next workshop with AI
Workshop Weaver helps you combine methods like Jobs to Be Done into a complete, timed agenda in minutes.
Try it freeMethod 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.