3/3/2023 0 Comments Jobs to be doneIn the 2005 article The Cause and the Cure of Marketing Malpractice, Clayton Christensen explained the marketer's job succinctly: Marketing is about how products and services are presented and sold. Marketing with the Jobs to Be Done framework Otherwise, let's dive into applying JTBD to marketing. You could also dive deep by picking up Intercom's book on JTBD. If this is your first exposure to JTBD, you'll benefit from reading our overview of the Jobs to Be Done framework. What product or service was “fired” and replaced by the current product? You can tease out why new customers choose your product or service by reflecting on what the customer used before they switched to your product. ![]() Per Christensen, “With few exceptions, every job people need or want to do has a social, a functional, and an emotional dimension.” The best products will satisfy more levels of the hierarchy. What does your product or service actually do for the customer? While not intended to be a literal question, it can be helpful to start by listing out product benefits while throttling any discussion of features.Ĭonsider Maslow’s hierarchy of needs - how does the product fill these needs? Start broadly and then get more specific. The questions below can help tease out JTBD: Jobs to Be Done teases out why a customer “hires” a product or service in the first place. Request a demo or take a tour of FullStory.īefore we dive into marketing with Jobs to Be Done, let's refresh on the basics of the theory. Find out how FullStory can help you level up your digital experience strategy.
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