Applying the Jobs to Be Done framework

The Jobs to Be Done framework shifts attention from who the customer is to what they are trying to achieve. Instead of focusing only on demographics or personas, JTBD asks what “job” a customer is hiring the product to complete. This perspective highlights needs in context and exposes opportunities that traditional segmentation might miss.

For example, commuters may “hire” a podcast app not only for entertainment but also to make their travel time feel productive. A family may “hire” a meal kit service to reduce stress at dinner, not just to try new recipes. Framing needs in this way helps teams identify functional, emotional, and social dimensions of customer behavior.^[1]

By asking questions like “What progress is the customer seeking?” or “What obstacles block them?” teams uncover motivations that drive adoption. JTBD works best when combined with personas and research, giving a fuller picture of why people choose one solution over another and ensuring that product design aligns with real outcomes.^[2]