Introduction
What Is Jobs To Be Done (JTBD)? A Simple Explanation
In Plain Terms: What Is a "Job"?
Imagine someone buying noise-canceling headphones. The job isn't just “own noise-canceling headphones.” The real job might be “focus while working in a noisy environment” or “reduce stress during travel.” The tool (headphones) is hired to complete that job.How the JTBD Framework Works
JTBD shifts the focus from who the customer is to what they are trying to accomplish. This shift helps businesses:- Pinpoint unmet needs that competitors may be missing
- Spot innovation opportunities by understanding customer challenges more deeply
- Develop features or messaging that directly align with desired customer outcomes
Key Concepts Within JTBD
To understand how JTBD works, it’s helpful to grasp a few foundational terms: - Customer Job: The goal or task the customer is trying to complete - Functional Job: The practical, action-oriented part of the job (e.g., cook dinner, save money) - Emotional Job: The way a person wants to feel while completing that job (e.g., confident, relaxed) - Job Statement: A clear articulation of the job in a specific format - Desired Outcome: The measurable results the customer is looking for when doing the jobWhat Makes JTBD Different?
JTBD focuses on motivation, not just behavior. Where traditional market research may ask “Who is our customer?” JTBD asks “What are they trying to achieve, and how can we help?” For example, fictional data from a mattress company might show customer segments by age or price sensitivity. But using the JTBD lens, the company might learn that many are hiring the mattress to help "wake up without back pain" – a job that spans multiple demographics. Ultimately, JTBD provides context for human behavior, offering organizations a better way to align products and services with actual customer needs.Why Understanding JTBD Terms Matters for Business Growth
Turning Insight Into Action
When you clearly understand what a customer job is – and you can define it using a job statement – you're positioned to build better products and services. You can:- Prioritize meaningful features that solve specific customer problems
- Enhance messaging that speaks directly to what the customer cares about
- Uncover overlooked growth opportunities in adjacent markets
Helps Teams Speak the Same Language
Without clear JTBD definitions, cross-functional teams can unintentionally work out of sync. Product may define an opportunity one way, while marketing defines customer needs differently. Mastering JTBD terms ensures everyone – from development to design to sales – is working toward solving the same customer job with the same desired outcome.A Strategic Tool, Not Just a Research Method
Understanding JTBD language also expands how organizations use market research. It goes beyond surveys or focus groups and becomes a lens through which you can: - Prioritize roadmap initiatives - Spot customer segments based on goals, not just demographics - Evaluate partnerships or acquisitions through the lens of customer jobs In short, learning the key JTBD terms isn’t about checking a box. It’s about elevating your team’s thinking to focus on what actually matters to the customer – and using that knowledge to innovate more effectively. When backed by deep, human-centered research – like the custom insights SIVO helps brands uncover – JTBD becomes more than a framework. It becomes a foundational way to align business strategy with how people really live, decide, and act. This makes it a vital tool for long-term business growth, especially in today's fast-moving market.Key JTBD Terms Defined: From Functional Jobs to Desired Outcomes
The Jobs To Be Done (JTBD) framework offers a fresh way to understand customer behavior — not by asking what they want, but by exploring what they are trying to get done. To make the most of JTBD thinking, it helps to become familiar with a few foundational terms. These key concepts keep teams aligned and ensure consistent application of JTBD across marketing, product development, and business strategy.
Functional Jobs
These are the practical, objective tasks a customer is trying to complete. Think of them as the 'main job' the person needs to accomplish. For example, when someone buys a lawnmower, the functional job might be “cut the grass evenly.”
Emotional Jobs
Emotional jobs reflect how a customer wants to feel when doing a task — or how they want to be perceived. They are often connected to identity, pride, confidence, or social status. Using the lawn care example, an emotional job could be “feel proud of my yard” or “avoid feeling judged by neighbors.”
Social Jobs
These jobs are about how the customer wants to be seen by others. While related to emotional jobs, they are more externally focused. In this case, the social job might be “appear responsible as a homeowner.”
Job Statement
A job statement clearly articulates what the customer is trying to do — and to be effective, it should be specific, focused, and solution-agnostic. A well-crafted job statement avoids mentioning any product or technology. It follows a common structure: “When [situation], I want to [job], so I can [expected outcome].”
Desired Outcomes
Desired outcomes describe the results the customer wants from completing their job. They are usually measurable or observable and help companies prioritize features or design solutions that meet these needs. For example: “Cut the grass in under 30 minutes without leaving clumps.”
Customer Jobs vs. Product Features
One common misstep is to confuse customer jobs with specific product features. A customer doesn’t want a faster mower blade; they want to save time or feel like they've done a thorough job. JTBD language shifts the focus from features to purpose.
- Customer jobs describe needs.
- Product features are how you address those needs.
By using clear JTBD terms, even teams new to market research can communicate with more clarity and uncover the real reasons customers hire – or reject – a product or service.
Examples of JTBD Terms in Real-World Scenarios
Understanding Jobs To Be Done is powerful, but applying it effectively starts with seeing how the language plays out in context. Below are simple, fictional examples that illustrate how key JTBD terms show up in everyday business scenarios.
Example 1: A Meal Kit Company
Functional Job: Prepare a home-cooked dinner within 30 minutes.
Emotional Job: Feel confident about cooking skills.
Social Job: Be seen by family as a capable, health-conscious parent.
Job Statement: When I get home from a long workday, I want to prepare a healthy meal quickly, so I can relax and enjoy time with my family.
Desired Outcome: Ingredients are pre-portioned to reduce prep time and avoid waste.
With these terms defined, the company can design marketing messages, recipes, and packaging that align with the actual needs—not just product features like “organic ingredients” or “chef-designed recipes.”
Example 2: A Business Software Tool
Functional Job: Track team progress across multiple projects.
Emotional Job: Feel in control and organized during team check-ins.
Social Job: Be seen by leadership as an effective project manager.
Job Statement: When managing a large remote team, I want to monitor tasks and deadlines in one place, so I can easily report progress to stakeholders.
Desired Outcome: Ability to create simple dashboards without training or technical support.
JTBD-based insights like these can lead to solutions that remove friction or reduce user overwhelm — often more valuable than flashy new features.
Why These Examples Matter
For business leaders just starting to explore market research terms, these example scenarios show how customer-centric thinking translates into better decision-making. When you understand jobs – especially the difference between functional and emotional jobs – you're better equipped to innovate in ways that truly resonate with your audience.
Using JTBD examples also helps stakeholders visualize problems and discuss them in relatable terms, moving from abstract goals like “add value” to more grounded goals like “help users accomplish their work with less anxiety.”
How to Use JTBD Vocabulary to Align Teams and Strategy
One of the biggest strengths of the Jobs To Be Done framework is that it creates a shared language across departments. When everyone speaks in terms of customer jobs, job statements, and desired outcomes, it's easier to make cohesive decisions — whether you're in product development, marketing, or customer success.
Why JTBD Alignment Matters
Many business teams fall into the trap of optimizing features or campaigns without clarity on what the customer is really trying to achieve. JTBD terms offer a clear, customer-focused lens that prevents teams from building solutions in silos.
With a shared vocabulary, cross-functional teams can:
- Speak to the customer’s actual needs, not assumptions or internal KPIs
- Stay aligned during strategy planning and execution
- Prioritize features that solve high-impact jobs
- Develop messaging that matches customer intent
Putting JTBD Language to Work
Start by embedding terms like “job statement” or “emotional job” into planning sessions.
For example, when launching a new feature, teams can ask:
• What is the customer's functional job in this scenario?
• What emotional or social needs might be tied to that job?
• How does the planned solution move the customer closer to their desired outcome?
This approach helps ensure that strategy is not only efficient but meaningful from the customer's perspective.
Bringing JTBD Into Team Communication
Consider using a JTBD template in internal documentation to clarify work streams and product efforts. This might include:
• Job statement
• Target audience
• Primary emotional drivers
• Desired outcomes to measure success
By anchoring strategy conversations to JTBD vocabulary, you reduce ambiguity and help everyone stay focused on solving real problems. Even for teams new to market research, these foundational terms make collaboration smoother and outcomes stronger.
At SIVO Insights, we’ve seen how companies using a JTBD-aligned strategy are often quicker to adapt, uncover unseen opportunities, and build stronger brand-customer relationships. While tools and technologies change, the human need to “get a job done” stays consistent — and understanding that job helps businesses of all sizes stay competitive and customer-led.
Summary
Understanding the Jobs To Be Done (JTBD) framework starts with mastering its core language. As we’ve explored, JTBD gives businesses a way to view customer behavior through the lens of desired progress — not just product features. By learning key terms like functional jobs, emotional jobs, job statements, and desired outcomes, leaders can uncover true motivations that influence purchase decisions and brand loyalty.
We’ve also seen how JTBD terms come alive in real-world examples, and how adopting a shared vocabulary helps align teams from strategy to execution. Whether you're refining your offering, launching a new product, or simply looking to better understand your audience, JTBD provides a structured, insightful way to guide innovation and growth.
For businesses new to market research, framing your initiatives in this language makes customer needs more visible, measurable, and solvable. It’s not just about gathering data — it's about making smarter, more human-centered decisions.
Summary
Understanding the Jobs To Be Done (JTBD) framework starts with mastering its core language. As we’ve explored, JTBD gives businesses a way to view customer behavior through the lens of desired progress — not just product features. By learning key terms like functional jobs, emotional jobs, job statements, and desired outcomes, leaders can uncover true motivations that influence purchase decisions and brand loyalty.
We’ve also seen how JTBD terms come alive in real-world examples, and how adopting a shared vocabulary helps align teams from strategy to execution. Whether you're refining your offering, launching a new product, or simply looking to better understand your audience, JTBD provides a structured, insightful way to guide innovation and growth.
For businesses new to market research, framing your initiatives in this language makes customer needs more visible, measurable, and solvable. It’s not just about gathering data — it's about making smarter, more human-centered decisions.
