What is Jobs to Be Done?

Jobs to Be Done (JTBD) is a framework that says customers don't buy products, they "hire" them to do a job. People don't buy drills, they buy holes in walls. The job isn't "I need project management software," it's "I need to keep my remote team aligned without meetings." Understanding the job helps you position your product and compete with non-obvious alternatives.

When Should You Use This?

Use JTBD in customer interviews—ask "What were you trying to accomplish?" instead of "What features do you want?" Use it to understand why customers switch from competitors (what job weren't they doing?). Use it for positioning—"We help [customer] do [job] without [pain]." Best for products where the job is non-obvious or where you compete with unexpected alternatives.

Common Mistakes to Avoid

• •Confusing job with solution—"I need Slack" isn't a job, "coordinate team" is
• •Too functional—jobs have emotional and social dimensions ("look smart to boss")
• •Forgetting the "fire" side—what did customers stop using when they hired you?
• •Jobs that are too big—"be more productive" vs "reduce time spent in status meetings"
• •Not talking to customers—you can't guess the job from your office

Real-World Examples

• •Intercom—Job: Help customers without hiring support team. Fire: Email support, FAQ pages
• •Airbnb—Job: Feel at home while traveling. Fire: Hotels, hostels (compete on feeling, not price)
• •Milkshakes (classic example)—Job: Commute entertainment, not nutrition. Compete with bagels and podcasts
• •Superhuman—Job: Feel in control of email. Fire: Gmail, therapists (compete with anxiety, not email apps)