Understanding Jobs to be Done (JTBD)

The milkshake isn't just a drink; it's a companion for a boring commute.Understanding the 'job' changes how you design the product.If the job is "entertain me for 20 minutes," maybe the competitor isn't another milkshake, but a podcast.

The Wrong Lens

The marketing legend Theodore Levitt famously said, "People don't want to buy a quarter-inch drill. They want a quarter-inch hole!"

Most product teams focus on the drill.They obsess over the battery life, the grip texture, and the motor speed.But the customer doesn't care about the drill. They care about hanging a picture of their children on the wall. If 3M invents a super-strong tape that holds the picture, the drill is obsolete.

The Milkshake Study

Clay Christensen's milkshake study is the canonical example of JTBD. A fast-food chain wanted to sell more milkshakes. They did focus groups. They asked customers (Personas) what they wanted. "Chonlier chocolate! Cheaper prices!" They implemented the changes. Sales didn't move.

Then they observed behavior . They found that 40% of milkshakes were sold before 8:00 AM to single commuters.

The Job: "I have a long, boring drive to work. I need something to keep me awake and engaged. It needs to fit in my cupholder, and it needs to last 20 minutes."

The Competitors: Not other shakes. The competitors were:

Bananas: Too fast to eat. Peels are annoying.
Cigarettes: Good time killer, but unhealthy.
Coffee: Too hot to drink fast. Makes you need a bathroom break.
Bagels: Messy. Requires two hands (unsafe driving).

Once they realized the job was "Commute Companion," they made the shake thicker (lasted longer) and added fruit chunks (unpredictable rewards). Sales tripled.

The Three Dimensions of a Job

A job is never just functional.It has three layers:

Functional Job: The practical task. "Mow the lawn."
Social Job: How I want to be perceived. "I want neighbors to see I take care of my house."
Emotional Job: How I want to feel. "I want to feel responsible and proud."

If you build a robotic lawnmower that cuts the grass perfectly(Functional) but looks like a cheap toy(Social), the customer won't hire it.

Personas vs.Jobs

Personas are often demographic profiles: "Marketing Mary, 34, lives in suburbs, uses iPhone."

Jobs are causal mechanisms: "When I am late for a meeting (Situation), I want to find a file quickly (Motivation), so that I don't look incompetent (Outcome)."

Marketing Mary might hire a skateboard or a minivan depending on the job . Her age doesn't cause the purchase; the situation does.

The Four Forces of Switching

Why do customers switch products ? It's a battle between four forces:

Promoting Forces(Go)

Push of the Situation: "My current tool is too slow."
Pull of the New Solution: "That new tool looks cool."

Blocking Forces(Stay)

Habit: "I'm used to the old way."
Anxiety: "What if the new way breaks?"

To win a customer, (Push + Pull) must be greater than(Habit + Anxiety).

Conclusion

Stop asking users what they want.They don't know. Start asking what they are trying to accomplish. Uncover the struggling moment. When you design for the Job to be Done, you stop competing on features and start competing on purpose.