A Jobs To Be Done (JTBD) Primer

Introduction

• Jobs To Be Done (JTBD) is a framework to help teams identify which problems to solve.
• Overview based on Anthony Ulwick's book "Jobs to be Done: Theory to Practice" and other articles.

Purpose of JTBD

• Focuses on problem prioritization in Product Management.
• Aims to reduce risk, validate ideas with less cost, and shorten feedback loops.
• Helps define customer needs meaningfully and identify unique unmet needs.
• Enables effective marketing and focused product development.
• Increases the chance of successful product hits by providing clearer problems to solve.

Characteristics of a Well-Defined Job

• Core functional job: describes what the user wants to achieve in a stable, solution-agnostic way.
• Job Statement Structure:
  • Format: verb + object of verb + contextual clarifier.
  • Example: "listen to music while on the go."
• Encourages exploring alternative solutions, expanding competitive advantages, and defending against new competitors.

Job Map

• Represents the ideal process for a job with steps in an efficient order.
• Opportunities for value creation by:
  • Improving execution of job steps
  • Eliminating unnecessary inputs/outputs
  • Reevaluating customer responsibilities
  • Addressing overlooked steps

Desired Outcomes

• Customer-defined performance metrics linked to each job map step
• Structure: Direction + Metric + Object + Contextual Clarifier
  • Example: "Minimize the time it takes to get songs in the desired order for listening."
• Statements should maintain consistency, with 90% focusing on minimizing and 10% on increasing.
• Ulwick recommends defining around 100 desired outcome statements for the entire process.

Using Desired Outcomes

• Rated by users for importance and satisfaction.
• Analysis to identify underserved or overserved needs.
• Overserved segments might demand less functionality for cost savings.
• Underserved segments present opportunities for successful offerings.
• Existing products should be evaluated for better marketing before new developments.

Sources

• "Jobs to be Done: Theory to Practice" by Ulwick, 2016
• Additional articles on problem statement and need statement definitions and JTBD implementations.

The article emphasizes the strategic importance of JTBD in product management, helping clarify customer needs and ensure that product development is aligned with real opportunities identified from customer insights.