Understanding the Core Concept of JTBD

Key Elements of a JTBD Statement

• Context – when and where the job occurs
• Motivation – why the job needs to be done
• Desired Outcome – what result the customer seeks

Why JTBD Matters in Today’s Market

• Identify unmet needs you might be overlooking
• Clarify competing solutions and how customers evaluate them
• Bridge the gap between qualitative and quantitative data

Breaking Free from Attitudinal Data

• What situation is the customer in when they make a choice?
• What friction are they trying to avoid or overcome?
• What progress are they truly aiming for?

Case Example: Sustainable Packaging Choices

Understanding the Types of Jobs at Play

• Functional Jobs: The practical task a product helps with (e.g., “keep my food fresh”).
• Emotional Jobs: How the product makes someone feel (e.g., “feel like a responsible parent”).
• Social Jobs: How customers want to be perceived (e.g., “look eco-conscious to peers”).

From Preferences to Progress

• Design better product development strategies based on real-world use cases
• Support innovation strategy grounded in what matters most to your audience
• Create messaging that speaks to tangible progress, not vague ideals

One of the biggest challenges brands face today is navigating the complex world of sustainable packaging. While many consumers say they prefer eco-friendly products, their actual buying decisions often tell a different story. This is where the Jobs to Be Done (JTBD) framework becomes extremely valuable.

The JTBD approach helps companies move beyond surface-level preferences by uncovering the deeper motivations behind purchasing decisions. Instead of simply accepting that “consumers want sustainable packaging,” JTBD asks: What job is the customer trying to get done by choosing (or not choosing) eco-friendly packaging?

Understanding the Real 'Job' Behind Sustainability Choices

Let’s look at a fictional example to show this in action. Suppose a beverage company switches from plastic bottles to compostable cartons, thinking they’ll attract eco-conscious buyers. However, sales decrease. Surveys reveal that customers were confused – unsure if the new packaging was recyclable or if it would hold up as well as the original.

Through a JTBD lens, we might discover the real “job” customers are hiring the beverage for is not just to quench thirst sustainably, but also to:

• Reinforce their commitment to green living without compromising convenience
• Avoid the stress of figuring out if they are making the “right” environmental choice
• Ensure the product remains fresh, leak-proof, and portable

It’s not that consumers don’t care about the environment – they do. But they’re balancing multiple competing priorities. JTBD helps highlight these tensions and explain why environmentally sound options don’t always win in the market.

Reframing Messaging and Innovation

Armed with this JTBD insight, that same beverage company might:

• Introduce clearer labeling to reduce decision stress at the shelf
• Educate shoppers on how the packaging functions and how to dispose of it properly
• Emphasize performance and ease-of-use in communications, in addition to sustainability

The result? Better product-market fit, more confident shoppers, and fewer returns to the old packaging. It’s a powerful example of how understanding the underlying “job” behind behavior can lead to smarter innovation strategy – especially on topics like sustainable packaging where consumer behavior and intent often diverge.

In short, JTBD reveals why people really choose eco-friendly products – and what might stop them – far more clearly than traditional surveys or preference data alone.

Now that we’ve seen how the JTBD framework works and how to visualize it, the next step is applying it to your business. Whether you’re developing a new product, refining a brand message, or reimagining your innovation strategy, JTBD provides a structured way to align your offer with what your customers actually want to accomplish.

Start with Curiosity, Not Assumptions

Too often, product development begins with assumptions about what customers value. JTBD flips this approach by focusing on outcomes and real-life behavior. Start by observing or interviewing customers with open-ended questions:

• “What were you trying to achieve when you used this?”
• “What made you switch from your previous solution?”
• “What frustrated you most during the process?”

This approach surfaces valuable customer insights richer than traditional feedback – capturing motivations, not just preferences.

Turn Insights into Innovation Opportunities

Once you understand the “job,” you can rethink the solution. For example, in the case of sustainable packaging, you might:

• Segment customers based on the different jobs they’re trying to do – such as reduce guilt, simplify recycling, or teach kids values
• Design product features or messaging that directly align with those goals
• Spot gaps where current options force trade-offs that customers resent

In this way, JTBD becomes a powerful tool for market research and product development. It grounds innovation in real-life use cases instead of hunches or trends. Importantly, it also helps cross-functional teams – from R&D to marketing – stay focused on delivering customer value at each step.

Make JTBD Part of Ongoing Strategy

JTBD is not just a research tool – it’s a mindset that can power long-term business growth. At SIVO Insights, we help companies embed Jobs to Be Done thinking into:

• Brand positioning and storytelling
• Product pipeline planning
• Customer journey mapping
• Strategic innovation initiatives

By combining deep customer understanding with JTBD methodology, organizations can achieve better alignment between what they build and what people truly need. That’s how JTBD helps businesses go beyond one-off product launches and towards continuous, sustained innovation.

The takeaway? When you uncover the true “job to be done,” you unlock smarter decisions, stronger customer connections, and more meaningful growth – whether you’re launching a new offer or rethinking an existing one.