The Jobs To Be Done (JTBD) framework is a customer-centric approach that helps businesses identify why customers “hire” a product or service to achieve a desired outcome. Rather than focusing solely on customer demographics or product features, JTBD looks at the underlying motivations behind purchasing decisions.

At its core, JTBD asks: What job is the customer trying to get done? The idea is that people don’t buy products simply because of who they are, but because they have a specific task, goal, or challenge to solve. Products and services are tools they hire to complete that job – and if the tool doesn’t do the job well, they’ll go looking for a better one.

JTBD vs. Traditional Market Research

Traditional market research often segments customers by age, income, or lifestyle. While helpful, this doesn’t always explain why customers make the decisions they do. JTBD shifts the focus away from the customer’s identity and toward their desired outcomes. The result is a deeper layer of consumer insight – one that offers clearer direction for innovation and marketing.

How does the JTBD framework work?

JTBD typically starts with qualitative research – like customer interviews – to uncover patterns in how people describe their “jobs.” Teams look for triggers (what causes someone to start a search), desired outcomes (what success looks like), and obstacles (things that get in the way). These insights are then translated into actionable product changes, improved messaging, or entirely new innovations.

For example, a customer might not be looking for a "milkshake" – they might be looking for a quick one-handed breakfast that keeps them full during a long commute. Understanding that job opens up better ways to position or even redesign the product.

Benefits of JTBD for business leaders

By using JTBD as a market research framework, business leaders can:

• Uncover unmet customer needs that competitors haven’t addressed
• Guide product innovation based on real-world usage, not assumptions
• Create more focused and relevant marketing strategies
• Strengthen customer retention by solving functional and emotional jobs

Overall, JTBD isn't just about research – it’s a mindset shift. It encourages empathy, curiosity, and a deeper understanding of what really drives customer behavior. That’s why it’s become a core tool in modern, insight-driven business strategy.

The concept of “hiring” a product may sound unusual at first, but it perfectly captures how people make decisions in the real world. When someone chooses a product or service, they’re essentially employing it to help them accomplish something – to perform a job in their life. They’re not buying just to own something. They’re buying to make progress.

This perspective allows us to shift focus from the product itself to the problem it's solving. It’s not about asking, “What do customers want?” but instead, “What are they trying to achieve?” That small change unlocks important insights about customer motivation, emotion, and decision-making.

The three types of jobs customers “hire” for

Understanding the different dimensions of jobs can help teams build better, more targeted offerings. There are typically three levels of jobs to consider:

• Functional Jobs: The practical task the customer needs to complete (e.g. getting to work on time, eating a quick breakfast).
• Emotional Jobs: How the customer wants to feel during or after completing the job (e.g. confident, safe, in control).
• Social Jobs: How the customer wants to be perceived by others (e.g. successful, modern, health-conscious).

Let’s say someone buys noise-canceling headphones. The functional job might be blocking out noise while working from home. The emotional job could be reducing stress. The social job might be appearing tech-savvy during video calls. Each layer provides an opportunity for more tailored messaging and design.

Real-world jobs to be done examples in business

Consider a streaming platform like Netflix. Most users don't sign up just to “watch TV.” They may be trying to unwind after work, entertain the kids for a quiet moment, or feel socially connected through shared pop culture – different jobs with potentially different product features or content recommendations.

By identifying those “jobs,” companies are better equipped to discover gaps and design experiences that feel personalized. That’s where the JTBD framework becomes a powerful tool for marketing strategy, not just product development.

Why JTBD matters for customer understanding

Consumers today have more choices than ever before. Without truly understanding the problems they’re trying to solve, it’s easy to design products that miss the mark. JTBD helps decision-makers focus on what really matters: helping customers make progress in their lives.

By using JTBD to understand customers, businesses can uncover insights that go beyond surface-level data and translate into compelling, growth-oriented strategies. Whether you're launching a new product, adjusting your messaging, or trying to drive retention, the JTBD lens ensures that every decision starts with the customer's actual goals – not guesses.

Innovation doesn't come from guessing what customers want – it comes from truly understanding the problems they're trying to solve. This is where the Jobs To Be Done (JTBD) framework shines. By focusing on the underlying motivations behind customer behavior, JTBD helps businesses uncover unmet needs and pinpoint opportunities for growth that traditional market research might overlook.

Going Beyond Product Features

Traditional innovation often centers around adding features, improving specifications, or keeping up with competitors. JTBD, however, shifts the focus to the outcome the customer is trying to achieve. It asks, "What job is the customer trying to get done, and how can we help them do it better?"

For example, someone might not want a drill – they want a hole in the wall. JTBD helps teams focus on solving the real problem, not just enhancing the tool. This insight leads to ideas that create real value rather than incremental tweaks.

Fueling Disruptive and Incremental Innovation

Whether you're aiming to create radical new offerings or improve existing ones, JTBD provides a clear path forward:

• Disruptive innovation: Identify underserved or unserved jobs and develop new business models around them.
• Incremental innovation: Improve current products or services by focusing on pain points in how a job is currently done.

In both cases, consumer insights gathered using the JTBD framework reveal what truly matters to customers – which can change the entire direction of a product roadmap or business strategy.

The Connection to Business Growth

When businesses successfully deliver on the functional, emotional, and social components of a customer’s job, it increases customer satisfaction and loyalty. This positions your brand as the go-to solution for a specific problem, making your offering hard to replace.

In this way, the JTBD approach doesn't just spark ideas – it connects them directly to outcomes like market share expansion, higher customer retention, and overall business growth.

Ultimately, by shifting your lens from "what can we build?" to "what job are we helping our customers accomplish?" you unlock clearer direction and more meaningful innovation.

Understanding how JTBD works in the real world makes it easier to see its powerful impact. Here are a few simple jobs to be done examples in business that show how different industries have tapped into this framework to drive change and growth:

1. Streaming Services: Entertainment on Demand

Why do people subscribe to video streaming platforms?

At first glance, it might seem like customers want access to popular shows and movies. But through the JTBD lens, the job might be: "Help me relax and unwind after a long day without needing to plan or wait." This insight led to features like auto-play, personalized recommendations, and mobile viewing – innovations focused on ease and convenience, not just content.

2. Fast Casual Dining: Efficiency and Control

Many people choose fast casual restaurants not just for menu quality, but for a specific job: "Help me get a quick, enjoyable meal without the hassle of traditional dining." Chains like Chipotle or Sweetgreen built their models around this job, offering fast customization, digital ordering, and streamlined service flows.

3. Financial Tools: Managing Money with Confidence

Fintech companies often assume investors or account holders want tools to track spending or see data. But a better interpretation of the job to be done would be: "Help me feel in control of my financial future with less stress." Successful apps, like those offering budgeting visualizations or savings automations, win by addressing the emotional and functional layers of this job.

4. B2B Software: Simplifying Complex Processes

In the B2B world, customers might hire software to "make my workflow easier so I can focus on strategy over admin." Understanding this allows companies to reduce complexity, streamline interfaces, and design with user needs – not just IT specs – in mind.

What these companies have in common is a focus on outcomes, not just features. They're not just building products; they’re solving jobs. And by aligning innovation with these jobs, impact follows – whether that’s better product-market fit or stronger customer loyalty.

Now that we’ve explored what the JTBD framework is and how it helps drive innovation, let’s look at how you can begin applying it in your business – even if you're new to market research. Whether you're developing a product, refining your marketing strategy, or trying to understand shifting customer needs, JTBD offers a roadmap that keeps you grounded in what truly matters to your audience.

Start with Customer Conversations

One of the simplest ways to apply the JTBD approach is to talk directly with your customers. But instead of asking what they like or want, ask about their goals, frustrations, and decision-making process. Try framing questions like:

• What were you trying to accomplish when you decided to use our product?
• What alternatives did you consider?
• What made you choose this solution – and what nearly held you back?

These conversations uncover the emotional, functional, and social drivers behind decisions – the core of what the JTBD framework captures.

Map the Customer’s Journey Through a Job

Break down the full process your customer goes through to complete a job. What triggers the need? Where are they struggling? What outcomes do they want? This can reveal opportunity areas across the entire experience – not just within one touchpoint.

For example, in a B2B software context, the job might start long before purchase – such as the challenge of getting team buy-in or setting up integrations – and success might be measured by how smoothly onboarding went, not just sales metrics. Mapping the journey helps re-center your strategy around these real outcomes.

Use JTBD Insights to Align Teams

When everyone from product to marketing to leadership understands the core jobs your customers are trying to complete, alignment improves. Marketing messages can echo the customer’s desired outcomes. Product managers can prioritize features customers actually need. Sales teams can pitch based on value, not just specs.

JTBD becomes more than a research tool – it becomes a common language across the business, grounded in actual customer behavior and needs.

Supporting Business Growth and Long-Term Strategy

Over time, using JTBD insights doesn’t just support product development – it feeds into your larger growth strategy:

• Spot underserved or emerging jobs that could lead to new offerings
• Reveal high-value customer segments with specific unmet needs
• Fine-tune your brand positioning to stand out based on customer outcomes

By understanding the deeper motivations of your audience, you gain the clarity to innovate confidently and serve your customers with greater empathy and relevance.