Jobs to be Done
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When [situation], I want to [motivation], so I can [outcome].
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What is Jobs to be Done?
A framework for understanding customer needs and motivations
Jobs to be Done (JTBD) is a framework that focuses on understanding the underlying motivations and goals that drive customer behavior, rather than just looking at the product or service itself.
Key Concepts
Focus on the 'job' customers are trying to accomplish
Understand functional, emotional, and social dimensions of the job
Identify opportunities for innovation and improvement
Why use it: JTBD helps create more effective products, services, and marketing strategies by aligning them with customers' true needs and motivations.
Common pitfall: Focusing too much on product features instead of the underlying job the customer is trying to accomplish.
Netflix
Traditional View
People want to watch movies and TV shows.
JTBD View
"Help me unwind after a long day without having to make decisions or commit to something long."
Solution
Auto-playing next episodes
Personalized recommendations
"Play Something" feature