What is a job? A job can be anything from finding the best price for your groceries to streamlining your business processes, or even finding out how to get your car fixed. The jobs-to-be-done theory is all about understanding what people are trying to do when they come into contact with a product or service.
Understanding this will help you create products and services that meet their needs and wants better than before. In this blog post, we will discuss what the jobs-to-be-done theory is, how it impacts businesses of all sizes, and some ways you can use it in product innovation.
What is jobs-to-be-done theory? Jobs-to-be-done theory is a tool that businesses can use for market research and product development. Rather than focusing on the products and customers, this theory puts the focus on understanding what a customer needs done when they come in contact with a product. This can be helpful in developing products and services that meet their needs better than before.
What are jobs?
A job, according to this theory, is anything you do out of necessity or desire (or both). For example, if a customer is shopping for new bedroom shelves, they are not merely looking to fill space. They are looking for a product to help them organize their belongings better.
This is the job they are trying to accomplish, even if it doesn’t seem like a big deal for customers themselves. Shifting the focus from “customers are shopping for furniture” to “customers are trying to better organize their things” will help businesses to better understand the needs of their target market.
Understanding customer jobs
The way to understand what a job is, according to this theory, is by looking at how customers describe their actions. When you’re trying to figure out if something offers value or not, asking “what do people want?” isn’t enough. To truly know the answer, ask:
- What does it help them do?
- What is the benefit of doing it that way?
These questions will help you determine if a customer’s job is being done well, or not. If they are dissatisfied with the answer to either of those questions, then there is room for improvement.
In some cases, customers may be unable to articulate exactly what their problem is, or how it can be solved. In this case, take a step back and think about the context of their situation: what are they trying to accomplish?
How do you use jobs-to-be-done theory for product development?
The first step is to understand which jobs customers want to be done. This will help determine how your product can be used to satisfy that need. Once you have that figured out, you can then start uncovering your customers’ needs and gathering quantitative data. This includes things like time spent, frequency of use, satisfaction with the product, and more in-depth questions that can uncover hidden needs that their current solution isn’t solving.
Once you have user data, you can decide on your market strategy. With the jobs-to-be-done theory, markets are defined by groups of people who need the same job done rather than by specific products or types of customers. This can be large or small, depending on your customers’ needs.
For example, rather than just focusing on all people who want to better organize their belongings, you may also focus more specifically on those with kids and pets that are trying to stay organized within a certain space or budget. After you have a market strategy, customer data, and a clearly identified job to be done, you can begin your product development knowing that your innovation is valid.
The jobs-to-be-done theory is a simple yet innovative way to better understand your customers’ needs. Because its process for innovation is outcome-driven, it can help you create better products that customers need and want.
This can be especially helpful in competitive markets where you need to differentiate yourself from your competitors. Rather than focusing on the product itself, use this user-driven theory to help you build innovative products that create solutions for your customers!