Tools of the Trade: JTBD – It’s Not About Your Product

Most startups build their product around features they think are “cool” or based on what competitors are doing. But here’s the problem: that approach often misses the mark. The truth is, your customers don’t care about your product—they care about the job they need to get done. The “Jobs To Be Done” (JTBD) framework changes how you think about product development, shifting focus from what you’re building to why customers actually use it.

Why This Matters

Startups can waste time building features that customers don’t need, or even worse—ignore the reasons why users are actually willing to “hire” their product. The JTBD framework is a way to drill down into the core reasons a user adopts your solution, ensuring you’re solving a real, impactful problem. It’s not about you or your product; it’s about understanding the customer’s deeper motivations and context.

Rethinking Product Development with JTBD

Shift Your Perspective. It’s not about features—it’s about outcomes. The key is to focus on what your customer is trying to achieve. What is the real job they are “hiring” your product to do? Are they looking to save time, make money, feel secure, or achieve something else?

Identify Functional & Emotional Jobs. Customers don’t just buy products to achieve functional results; they also seek emotional benefits. For example, someone might use a budgeting app to manage their finances (functional) but also to feel more in control of their future (emotional). Understanding both layers will help you create a more compelling product.

Why JTBD is a Game-Changer for Startups

• Context is King: Your product might have all the bells and whistles, but if it doesn’t fit the context in which users actually need it, it’s useless. The JTBD approach digs deep into the circumstances driving someone to “hire” your solution.
• Focus on Real-World Outcomes: It’s not about what your product does, but what it does for the user. When you understand the “job” your customer needs to get done, you can design features and experiences that truly add value to their lives.
• Market Differentiation: By focusing on jobs rather than features, you position yourself differently in the market. You’re not just another tool with a set of capabilities; you’re a solution that helps customers achieve a specific goal.

JTBD In Action: How to Apply It to Your Startup

1. Start with the Job, Not the Product
   Look at your product through the lens of a job. Ask questions like: What task is the user trying to complete? What pain are they trying to alleviate? What goal are they trying to achieve? Once you know the job, you can build a product that fits.
2. Conduct Customer Interviews to Identify Jobs
   Dig deep into customer stories. Instead of asking what they think of your product, ask about the context of their problem: “Tell me about the last time you faced [problem]. What did you do to solve it?” Their answers will reveal the true job they’re trying to get done.
3. Design for the Job, Not Just for the Features
   Instead of adding features that you think are “cool,” design your product around the outcome your customer is seeking. Every feature should help the user get the job done faster, easier, or better. It’s about serving a purpose, not just adding capabilities.

Real-Life Examples of JTBD Done Right

Airbnb knew that travelers weren’t just looking for a place to sleep—they were looking for a more personal and authentic travel experience. The “job” was not about accommodation; it was about feeling at home in a new place and connecting with local culture.

Snickers didn’t position itself as just another candy bar. They understood that people buy Snickers when they are hungry. The real “job” was to satisfy hunger, and that’s why their branding focuses on being the quick hunger-fix option—“You’re not you when you’re hungry.”

Applying JTBD to Your Product

1. Ask “Why” Repeatedly
   When you think you’ve identified the job, dig deeper by asking “Why?” multiple times. Why do they need your product? Why is it important for them to complete this job? The more you ask, the closer you’ll get to the underlying motivation.
2. Map Out Jobs & Forces
   List all the functional, emotional, and social jobs users need to complete with your product. Consider the forces at play—the “push” factors motivating change and the “pull” factors drawing them towards your solution.
3. Test the JTBD with Real Users
   Once you’ve mapped out the jobs, get feedback to validate your assumptions. Use customer discovery interviews, surveys, or even simple mockups to see if your solution aligns with the job they’re trying to get done.

Tools to Help Apply JTBD

• Customer Interviews: Use open-ended questions to explore users’ contexts and motivations. Tools like Typeform or Google Forms help collect insights.
• Story Mapping Tools: Miro can be used to visualize the jobs, pain points, and forces driving user behavior. Check out the Miro JTBD template.
• JTBD Framework Guides: Books like “Competing Against Luck” by Clayton Christensen and "Learning to Build" by Bob Moesta can provide a deeper dive into understanding and applying JTBD effectively.

The JTBD Framework & Eric Ries’ Lean Startup Approach

Just like the MVP (Minimum Viable Product), the JTBD framework is about learning fast and iterating based on real-world needs. The goal is to deeply understand the job your customers are trying to complete so you can build, measure, and learn effectively—just as Eric Ries recommends.

Common Mistakes & How to Avoid Them

• Focusing on Features, Not Outcomes: If you’re building based on competitor features, you’re missing the point. Focus on the job, and design your product around it.
• Ignoring Emotional Jobs: Don’t just focus on functional needs. Understand the emotional and social aspects driving users to complete the job.
• Assuming You Already Know the Job: It’s easy to think you know what your users need. But without deep conversations and a clear focus on context, you’re likely making assumptions.

Your Next Steps

1. Identify the core “job” your users are trying to get done.
2. Conduct at least 5 in-depth customer interviews to understand their motivations.
3. Map out the functional, emotional, and social forces driving their behavior.
4. Design your product or feature to align with the job and start validating.

And remember! Your product is only as good as the job it helps your customer get done. Get out there, dig into those jobs, and build something that fits perfectly into their lives. 💡🚀