Introduction
What Does It Mean to 'Hire' a Product in Jobs to Be Done?
Why This Matters for Your Business
When you understand why customers make the choices they do, you can:- Design better products that meet real needs
- Uncover unmet market opportunities
- Craft messaging that resonates with core motivations
- Improve retention by helping customers succeed in their jobs
A Shift Toward Purpose-Driven Insight
At SIVO Insights, we use frameworks like JTBD to unlock deeper meaning behind customer behavior. By identifying what people are trying to get done – rather than just what they’re buying – businesses can design more actionable solutions. It’s not about chasing the features your competitors have. It’s about understanding what people need your product to do, and making sure it does that well. In a world full of new options, simplicity and relevance win. And nothing is more relevant than a product that can reliably get the job done.Real-Life Examples of Hiring Products to Do a Job
Example 1: Hiring a Milkshake for the Morning Commute
One of the most frequently cited JTBD stories comes from a fast-food chain researching how to boost milkshake sales. At first, they looked at standard variables: new flavors, promotions, loyalty programs. But sales didn’t improve. Through JTBD-style research – including observation and customer interviews – they discovered that morning commuters were buying milkshakes not because of taste or price, but because:- They needed something filling for breakfast
- They could consume it with one hand while driving
- It would occupy them during a long, boring commute
Example 2: Hiring a Notebook to Feel Organized
A person might purchase a premium paper notebook for daily planning. But the deeper job might not simply be 'writing things down.' They might be hiring the notebook to:- Feel more in control of their schedule
- Appear professional in front of clients
- Find mental clarity through manual note-taking
Example 3: Hiring a Streaming Service for Relaxation
Someone signing up for a streaming service like Netflix may be hiring it to:- Unwind after work
- Bond with family through shared activities
- Feel culturally connected by watching trending shows
Why These Examples Matter
Understanding these motivations can directly inform customer experience design, product development, and marketing. By identifying the underlying 'job' your product is being hired to do, you can:- Refine or reposition your offering
- Uncover growth opportunities in overlooked customer segments
- Improve alignment between product features and customer needs
Why the JTBD Metaphor Matters for Understanding Customer Needs
The phrase “hire a product” might sound unusual at first, but it’s central to how the Jobs to Be Done framework helps us understand real customer behavior. Instead of focusing on what a product is or what features it offers, JTBD encourages us to ask, what job is the customer trying to get done? In other words, when a customer buys or chooses a product, they are ‘hiring’ it to solve a problem or fulfill a goal in their life.
This metaphor matters because it reframes the way we think about customer needs. It moves beyond demographics, surface-level preferences, or product specs. It invites us to explore the deeper motivation behind product use – the outcome a person is truly seeking.
Seeing People as Problem-Solvers, Not Buyers
Every time someone interacts with a product or service, they’re trying to make progress in some area of their life. This progress could be practical, emotional, or even social. JTBD reveals that people don't really want a drill – they want a hole in the wall. Or more accurately, they want to hang a picture to personalize their space, and the drill is the means to that end.
Deeper Insights Lead to Better Decisions
By viewing the purchase decision as a ‘hire,’ businesses can discover important consumer insights:
- What situation triggered the buyer to look for a solution?
- What progress were they hoping to make?
- Why did they choose this solution over others?
- What competing solutions did they consider – even non-traditional ones?
This type of market research goes deeper than traditional satisfaction scores or feature lists. It uncovers the real-life triggers and motivations behind customer choices – information that is critical for product development, customer experience, and messaging strategies.
Ultimately, the JTBD metaphor shifts the focus from the product to the person using it. It allows businesses to look at their offerings through the lens of human behavior, creating space for more empathetic, targeted solutions.
How JTBD Shifts the Focus from Product Features to Customer Goals
One of the most powerful aspects of the Jobs to Be Done framework is that it helps businesses stop obsessing over competitive product features and start focusing on what actually matters to customers: their goals. In JTBD thinking, the product is simply a means to an end – not the end itself.
From Bells and Whistles to Progress and Outcomes
Too often, product teams get caught up in adding more functionality or refining small design elements. But customers aren’t usually looking for the “most advanced” product – they’re looking for the one that helps them achieve a specific task with ease, confidence, or emotional satisfaction.
For example, think about someone shopping for a smoothie blender. They’re not necessarily comparing the wattage or blade shape. They’re hiring the blender to help them eat healthier with minimal effort. That’s their true motivation – and that's where businesses should focus their attention.
Understanding the Job, Not Just the User
Traditional user profiles describe who the customer is. JTBD digs deeper into why they are making a particular decision and what progress they want to make. These goals could be:
- Functional (e.g., “I want to cook meals faster after work”)
- Emotional (e.g., “I want to feel like a good parent at dinner”)
- Social (e.g., “I want my guests to think I’m a great cook”)
This lens helps teams generate new ideas, prioritize improvements, and deliver experiences that feel tailored – not generic.
A Broader View of Competition
Viewing the product through the JTBD lens also reframes how competition is evaluated. Your biggest competitor may not be another brand, but an entirely different approach the customer could take. For instance, a gym isn’t just competing with other gyms – it’s competing with at-home workouts, evening walks, or even choosing to skip exercise altogether.
By understanding the job the customer is hiring a solution for, companies can design experiences that better align with what people value most – and stand out beyond features alone.
Using JTBD Insights to Improve Product Strategy and Innovation
Integrating Jobs to Be Done insights into your product strategy is a game-changer. Instead of guessing what customers want based on trends or competitor moves, you ground your decisions in a deep understanding of what your customers are actually trying to accomplish. This creates a stronger product-market fit and builds brand loyalty over time.
Turning Insights into Opportunities
When customer behavior is viewed through the JTBD lens, gaps and opportunities come into focus more clearly. For example, if research reveals that people are 'hiring' your product to save time in the morning, that insight can lead to innovations like simplified packaging, faster functionality, or even helpful mobile features.
These improvements directly support the customer’s job, rather than just upgrading the product in general. You're not just adding features – you're strategically aligning product development with user motivation.
Driving Innovation with Clarity
JTBD also fuels innovation by helping teams think beyond category norms. Once you know the underlying job, your team can brainstorm entirely new ways to get it done – often in ways your competitors haven't considered. This is where many disruptive products come from: fresh thinking rooted in unmet consumer needs.
Here’s how JTBD insights support product development and strategy:
- Clarify the real reasons customers choose (or abandon) your product
- Prioritize features that actually support progress, not just technology
- Create messaging that resonates with real-life needs
- Identify white space in crowded markets through unmet ‘jobs’
JTBD Is a Foundation, Not a One-Time Fix
When embedded into your ongoing market research efforts, JTBD becomes a powerful guiding framework. Pairing qualitative insights (like interviews exploring goals and struggles) with quantitative validation strengthens confidence that you’re building the right thing for the right reason.
At SIVO Insights, we help organizations uncover these deep consumer insights and translate them into action – from rethinking their product roadmap to identifying new opportunities for innovation. Ultimately, understanding how and why customers hire products helps businesses design smarter, more human-centered experiences.
Summary
Understanding what it means to “hire” a product through the Jobs to Be Done (JTBD) framework gives businesses a clearer window into customer needs and behaviors. Instead of focusing only on what a product does, JTBD shines a light on why someone chooses a product – what job they are trying to get done in their life.
We started by explaining what it means to hire a product in JTBD and shared real-world examples of everyday hiring decisions consumers make. From there, we explored why the hiring metaphor matters, how it helps shift thinking from features to goals, and how JTBD lays the groundwork for stronger product strategy and innovation.
By embracing the JTBD approach, organizations can uncover powerful consumer insights, understand true customer motivations, and design solutions that meet people where they are – with clarity, empathy, and purpose.
Summary
Understanding what it means to “hire” a product through the Jobs to Be Done (JTBD) framework gives businesses a clearer window into customer needs and behaviors. Instead of focusing only on what a product does, JTBD shines a light on why someone chooses a product – what job they are trying to get done in their life.
We started by explaining what it means to hire a product in JTBD and shared real-world examples of everyday hiring decisions consumers make. From there, we explored why the hiring metaphor matters, how it helps shift thinking from features to goals, and how JTBD lays the groundwork for stronger product strategy and innovation.
By embracing the JTBD approach, organizations can uncover powerful consumer insights, understand true customer motivations, and design solutions that meet people where they are – with clarity, empathy, and purpose.
