Using the Jobs to be Done framework

Using the Jobs to be Done (JTBD) framework

Source: here

A Job to be Done is the process a consumer goes through whenever she aims to change her existing life-situation into a preferred one, but cannot because there are constraints that stop here

Products enable customers to get jobs done

This is what a Job to be Done looks like. A consumer goes along his life as he’s come to know it. Then things change. He is presented with an opportunity for self-betterment — that is, make changes so he can grow. When or if he finds a product that helps him realize that growth opportunity, he can evolve to that better version of himself he had imagined.

Jobs to be done are NOT activities or tasks

The biggest mistake I see is thinking of a Job to be Done as an activity or task. Examples include store and retrieve music or listen to music. These are not Jobs; rather, they are tasks and activities — which means they describe how you use a product or what you do with it. For example, music streaming products such as Pandora and Spotify were designed specifically so customers didn’t have to store and retrieve music like when they used CDs or MP3s. As far as listen to music, that is a broad activity that varies wildly depending on the context. Someone listening to music so he can maintain his motivation during a workout is engaging in a very different activity than someone going to the opera to listen to music.