Jobs-To-Be-Done Framework

JTBD analysis tool for understanding customer motivations

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Define what your customers are really trying to accomplish. People don't buy products — they hire them to get a job done.

Define Your JTBD
Format: "When [situation], I want to [motivation], so I can [outcome]"
Job Map (Steps to Complete)
Emotional & Social Jobs
Desired Outcomes (Success Criteria)
Current Solutions Hired
JTBD Statement
Job Map
Opportunity Score

Rate each outcome: How important is it? How satisfied are they with current solutions? Opportunity = Importance + (Importance - Satisfaction)

Four Forces of Progress
Push: Dissatisfaction with Current
Pull: Attraction to New
Anxiety: Concerns About New
Habit: Comfort with Current
Switching happens when: Push + Pull > Anxiety + Habit. Your job is to maximize push & pull while minimizing anxiety & habit friction.
Interview Question Guide
JTBD Quick Reference
Core Principle: People don't want a quarter-inch drill. They want a quarter-inch hole. Focus on the outcome, not the product.
Job Layers: Functional (what they want to accomplish), Emotional (how they want to feel), Social (how they want to be perceived).
Competition: Your real competition isn't similar products — it's anything the customer "hires" to get the same job done, including doing nothing.
Innovation: Underserved outcomes (high importance, low satisfaction) are your biggest opportunities. Overserved outcomes are features to simplify.
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