What Is Jobs Theory?
Jobs Theory, also known as the Jobs To Be Done (JTBD) framework, is a methodology that helps businesses understand why customers make certain choices. Instead of focusing on traditional demographics or product features, Jobs Theory emphasizes the progress customers are trying to make in specific contexts, referred to as their "job-to-be-done."
The theory was popularized by Clayton Christensen in his book Competing Against Luck. According to Christensen, customers don’t buy products; they "hire" them to fulfill a need or solve a problem. For example, someone might hire a smoothie not just for its taste but to "stay full and energized during a busy morning."
Why Is Jobs Theory Important?
How Does It Help Businesses Innovate?
Jobs Theory provides a lens for understanding unmet customer needs. By identifying the core job customers are trying to accomplish, businesses can design products and services that better meet those needs. This approach reduces the risk of product failure and increases customer satisfaction.
How Does It Differ From Traditional Market Segmentation?
Traditional segmentation often groups customers based on demographics or behaviors. However, these categories don’t always predict purchasing decisions. Jobs Theory focuses on the circumstances that drive behavior, offering deeper insights into customer motivations.
What Are the Core Principles of Jobs Theory?
1. Customers Hire Products to Get a Job Done
The central tenet of Jobs Theory is that every purchase decision is driven by a desire to make progress in a specific situation.
2. Jobs Have Functional, Emotional, and Social Dimensions
A job-to-be-done isn’t just about functionality. Customers also consider how a product makes them feel (emotional) and how it impacts their social standing (social).
3. The Circumstances Are Key
Understanding the context in which customers seek solutions is critical. For example, someone might hire a rideshare app to "arrive at work on time" during rush hour but hire the same app to "get home safely" after a late-night event.
How Can You Apply Jobs Theory?
What Are Some Practical Applications?
- Product Development: Design features that align with the job customers are hiring your product for.
- Marketing: Craft messages that resonate with the functional, emotional, and social dimensions of your customer’s job.
- Customer Experience: Identify pain points in how customers currently get their job done and address them.
What Tools Can Help Implement Jobs Theory?
- JTBD Interviews: Conduct interviews to uncover the jobs your customers are trying to get done.
- Job Maps: Visualize the steps customers take to complete their job.
- Outcome-Driven Innovation (ODI): Use ODI to prioritize unmet needs within a job.
What Are Examples of Jobs Theory in Action?
- Apple’s iPod: Apple didn’t market the iPod as just an MP3 player; they positioned it as a way to "carry 1,000 songs in your pocket," addressing the job of convenient music access.
- Airbnb: Instead of focusing on lodging features, Airbnb appeals to travelers seeking unique experiences and local connections.
Why Choose Thrv for Jobs Theory Implementation?
At thrv, we specialize in helping companies apply Jobs Theory to drive growth and innovation. Our tools and services simplify the process of identifying customer jobs, mapping them out, and uncovering unmet needs. Whether you're building a new product or refining an existing one, thrv ensures your efforts align with what matters most—helping your customers succeed at their Jobs To Be Done.
Explore our platform today and discover how thrv can transform your product strategy into measurable success.
