JTBD

How to implement

Focus on the Job
Instead of thinking about products or customer profiles, think about the “job” the customer is trying to get done. What is the underlying need or goal they are trying to achieve?

Identify the Trigger
Understand the specific event or situation that triggers the customer to look for a solution to get that job done. What makes them decide they need something new?

Understand Desired Outcomes
Identify the functional, emotional, and social outcomes the customer desires when they successfully complete the job. What tangible results, feelings, or social benefits are they seeking?

Example

Let’s use JTBD to understand why someone might ‘hire’ a ride-sharing service:

[Focus on the Job]:
The core job isn’t just ‘getting from point A to point B.’ It could be ‘getting to a meeting on time without the stress of parking’ or ‘enjoying a night out without worrying about driving home.’

[Identify the Trigger]:
The trigger might be realizing they’ll be late for an important appointment, wanting to have a few drinks at a social event, or not owning a car.

[Understand Desired Outcomes]:
The desired outcomes could include:

Functional: Arriving at the destination on time, having a safe ride.

Emotional: Feeling less stressed, enjoying the journey, feeling responsible (not driving under the influence).

Social: Making a good impression at the meeting, being able to socialize freely.