A framework for understanding customer motivations by focusing on the 'job' they hire a product or service to do.
The Jobs-to-be-Done (JTBD) framework helps businesses understand why customers make purchasing decisions. Instead of focusing on demographics or product features, JTBD examines the progress customers are trying to make in specific circumstances.
Customers don't buy products; they 'hire' them to get a job done. Understanding this job reveals true customer motivations and unmet needs.
Define the functional, emotional, and social dimensions of the job
Format: When [situation], I want to [motivation], so I can [expected outcome]
Break down the job into discrete steps the customer takes
Map the entire process from beginning to end, identifying pain points at each step
Define how customers measure success for this job
Both quantitative metrics and qualitative outcomes
Identify all alternatives customers consider
Include non-consumption and workarounds, not just direct competitors
Industry: Food & Beverage
Fast-food chain discovered morning commuters hired milkshakes to make their commute more interesting and keep them full until lunch
Outcome: Redesigned morning milkshake to be thicker and more filling, increasing morning sales
Clayton Christensen's definitive guide to JTBD
Framework quản lý chiến lược qua 4 perspectives: Financial, Customer, Internal Process, và Learning & Growth
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