Jobs to Be Done Mapping

Comment l'animer

1. 1

   Start from research: interviews, support tickets, churn interviews, sales call recordings. Look for the moment of 'hiring' — when did someone switch from their old solution to yours?

2. 2

   For each key use case, map the job using the structure: Situation → Motivation → Expected Outcome ('When I [situation], I want to [motivation], so I can [outcome]')

3. 3

   Identify the functional job (what they're trying to accomplish), the emotional job (how they want to feel), and the social job (how they want to be seen).

4. 4

   Map competing 'hires': what was the customer doing before your product? What would they use instead if you didn't exist? (Often surprising — a spreadsheet, a consultant, doing nothing.)

5. 5

   Identify unmet jobs: what jobs do customers need done that nothing in the market handles well?

6. 6

   Use the job map to challenge product decisions: 'Which job does this feature serve?'

Conseils

• The best JTBD insights come from churn interviews — ask people why they stopped using your product.

• 'Hire a milkshake in the morning' (Christensen's famous example): commuters hired milkshakes as companions for a boring commute. Demographics never would have revealed this.

• Avoid JTBD jargon in customer conversations — ask about situations and motivations naturally.

• One product can serve multiple jobs. Map them separately.

Variantes

JTBD timeline: map the full sequence of steps a customer takes to get a job done — each step is an opportunity for improvement or disruption.

Méthodes associées