Strategic Framework
Jobs To Be Done (JTBD) Framework
My approach to understanding what customers are really "hiring" products to do, focusing on progress rather than features.
In my product marketing career, I've found that truly successful products don't just have features—they solve real problems for customers. The Jobs To Be Done (JTBD) framework has transformed how I approach product marketing by focusing on a fundamental question: What "job" is the customer "hiring" our product to do?
I use JTBD to shift the conversation away from product features and toward customer motivations. This perspective has consistently helped me develop more effective positioning, messaging, and go-to-market strategies that resonate deeply with customers.
Framework Foundation
Core JTBD Principles I Apply
People "Hire" Products to Make Progress
Customers don't buy products simply for their features. They "hire" products to help them make progress in particular circumstances. Understanding this progress allows me to position our product as the optimal solution for that specific job.
Jobs Have Multiple Dimensions
When analyzing Jobs To Be Done, I examine all three crucial dimensions—functional, social, and emotional—to ensure our product connects with customers on multiple levels.
Jobs Remain Stable
While technologies and products change rapidly, the underlying jobs customers need to accomplish remain relatively stable. This helps me identify enduring customer needs that our product can address.
Job Dimensions
Functional Dimension
What practical task is the customer trying to accomplish?
Example: Create a professional presentation quickly
Emotional Dimension
How does the customer want to feel (or avoid feeling) while doing the job?
Example: Feel confident and prepared, avoid anxiety about quality
Social Dimension
How does the customer want to be perceived by others?
Example: Be seen as professional, knowledgeable, and prepared
Job Statement Formula I Use
"When I [context/situation], I want to [motivation/goal], so I can [desired outcome]."
Example:
"When I'm rushing to prepare for an important meeting (context), I want to quickly create professional-looking slides (motivation), so I can impress my colleagues and advance my career (outcome)."
My JTBD Research Process
1. Identifying Jobs
I conduct in-depth interviews exploring the entire journey from first thought to purchase, including pushes and pulls, anxieties and habits, and formulate clear job statements based on these insights.
2. Creating Job Statements
I articulate jobs using a structured format that captures the full context of the job and connects it to both immediate goals and broader outcomes.
3. Prioritizing Jobs
I prioritize jobs based on four factors: job importance, frequency, current satisfaction with solutions, and market size. Jobs that score high become primary targets for our positioning.
4. Connecting Jobs to Features
I map how specific product features help customers accomplish their jobs, focusing on the unique advantages our product offers in getting the job done.
How I Apply JTBD to Product Marketing
Product Positioning
I position our products around the specific jobs they perform better than alternatives, differentiating our offering based on job performance rather than just features.
Message Architecture
When developing messaging, I structure it around job-focused headlines, emotional and social benefits, and functional proof points that provide evidence of how the product gets the job done.
Go-to-Market Strategy
I use JTBD insights to target marketing efforts toward customers with specific jobs to be done, select appropriate channels, time campaigns effectively, and craft content that addresses the entire job.
Real-World Example: How I Applied JTBD
Productivity Software Platform Case Study
Traditional Feature-Based Positioning:
"Our platform offers 50+ features for team collaboration with best-in-class security."
My JTBD-Based Positioning:
"When your team is scattered across time zones, our platform helps you maintain project momentum without requiring everyone to be online simultaneously, so you can meet deadlines while respecting work-life balance."
The Results:
→43% increase in trial conversions
→Higher customer satisfaction scores
→More targeted acquisition strategies
→Clearer product development priorities
Conclusion
The Jobs To Be Done framework has fundamentally changed how I approach product marketing. By focusing on the progress customers are trying to make rather than product features, I create marketing strategies that connect more deeply with customer motivations and drive stronger business results.
As markets evolve and competition intensifies, I've found that JTBD provides an enduring foundation for effective marketing. It keeps me focused on what truly matters—helping customers make the progress they seek in their lives and work.
Refined through years of practical application across multiple product categories
Benefits I've Realized Using JTBD
Customer-Centric Thinking
JTBD keeps me focused on solving real customer problems rather than just adding features.
Innovation Guidance
Understanding jobs helps me identify untapped market opportunities and guide product development.
Competitive Differentiation
Focusing on jobs creates more distinctive positioning that resonates with customers' real needs.
Cross-Functional Alignment
JTBD provides a common language for product, marketing, and sales teams to align around.
Long-Term Strategy
Job insights help future-proof my marketing approach against feature commoditization.