The Jobs-to-be-Done (JTBD) framework helps businesses analyze competition by focusing on customer needs instead of product features. It identifies what customers are trying to achieve (jobs), the results they want (desired outcomes), and unmet needs in the market. This approach uncovers opportunities for innovation and helps businesses align their product, marketing, and sales strategies with customer expectations.
|
Aspect |
Traditional Focus |
JTBD Focus |
|---|---|---|
|
Primary Focus |
Product features |
Customer needs and outcomes |
|
Scope |
Direct competitors only |
All possible solutions |
|
Insight Type |
Descriptive (what exists) |
Prescriptive (what actions to take) |
|
Strategic Outcome |
Market positioning |
Opportunities for new solutions |
Think beyond the obvious. Any solution that helps customers achieve the same goal qualifies as competition. For example, a meal kit company like Blue Apron isn't just competing with other meal kit brands. It's also up against grocery stores, restaurant delivery, and even tools like meal planning apps that help customers prepare easy, healthy meals at home.
This wider lens helps uncover competitors you might otherwise overlook, avoiding blind spots that can limit strategic decisions:
|
Competition Type |
Description |
Example Solutions |
|---|---|---|
|
Direct |
Same product category and method |
Meal kit services |
|
Indirect |
Different category, same goal |
Grocery stores, restaurant delivery |
|
Alternative |
Entirely different approach |
Cooking classes, meal planning apps |
Start by identifying customer jobs and the results they want to achieve. Focus on the outcomes customers care about - not just features. Platforms like thrv’s JTBD software can help simplify this process.
|
Job Component |
Description |
Example Metric |
|---|---|---|
|
Functional Jobs |
The main tasks customers aim to complete |
Time to complete the task |
|
Emotional Jobs |
How customers want to feel during or after the job |
Confidence level |
|
Social Jobs |
How customers want others to view them |
Professional credibility |
Once you've defined customer jobs, assess how well and how quickly competitors deliver on those outcomes. Use a performance matrix to measure key areas.
|
Assessment Area |
Measurement Method |
Data Source |
|---|---|---|
|
Job Completion Rate |
Metrics showing accuracy in completing tasks |
User surveys |
|
Time to Value |
Speed at which the desired outcome is achieved |
Usage analytics |
|
Customer Effort |
Resources customers need to invest |
Customer interviews |
These metrics will help you identify unmet needs and areas where competitors fall short.
Market gaps highlight opportunities where customer needs aren't being fully met. These gaps can guide innovation and product development.
Key areas to analyze include:
Underserved Needs: Where customers report low satisfaction across all available options.
Performance Gaps: Specific areas where competitors fail to deliver effectively.
Value Misalignment: Cases where solutions require too much effort or cost compared to the value provided.
The Jobs-to-be-Done (JTBD) analysis provides valuable insights to sharpen your product strategy, marketing, and sales efforts. Start by using these insights to fine-tune your product roadmap.
Turn competitive insights into clear product priorities. Using thrv's structured framework, product teams can assess which features will have the most impact by addressing specific unmet needs.
|
Priority |
Criteria |
Actions |
|---|---|---|
|
High Priority |
Critical jobs unmet by competitors |
Develop features that directly fill these gaps |
|
Medium Priority |
Jobs partially met with mixed competitor performance |
Improve existing features to stand out from competitors |
|
Low Priority |
Jobs already well-met by competitors |
Monitor for future opportunities |
Shape your messaging and sales strategies around customer jobs. Use the insights from JTBD to refine how you communicate your solution's value.
|
Communication Area |
JTBD Application |
Expected Outcome |
|---|---|---|
|
Value Proposition |
Highlight how features solve customer jobs |
Stronger connection with customers |
|
Sales Conversations |
Focus discussions on job completion |
Better understanding of customer needs |
|
Content Strategy |
Develop content tailored to specific jobs |
Improved lead quality |
By aligning your roadmap and messaging, you set the stage for creating a lasting edge in the market.
Stand out by addressing underserved customer jobs. Pinpoint areas where competitors fall short, and channel your R&D efforts to meet these needs. Regularly evaluate your solution's performance to maintain and strengthen your position in the market.
JTBD shifts the focus of competitive analysis from product features to the tasks customers aim to accomplish. This approach helps businesses uncover deeper market insights and advantages.
|
Benefit Category |
Impact on Business Strategy |
|---|---|
|
Customer Understanding |
Helps uncover motivations and unmet needs. |
|
Competition Mapping |
Highlights direct and indirect competitors. |
|
Innovation Focus |
Guides R&D toward opportunities with high potential. |
|
Strategic Alignment |
Aligns product, marketing, and sales strategies. |
By understanding these benefits, you're equipped to apply JTBD to your competitive strategy.