Jobs-to-be-Done Theory and Customer Satisfaction

Mark Bridges
4 min readAug 11


Lack of knowledge of customer requirements is the primary reason of the majority of Innovation failures.

Today’s massive data availability ought to have made it simple for businesses to understand what their clients want to accomplish. This is not the case, though. Data is almost always utilized to identify correlations rather than causality.

By focusing on what motivates a purchase, the Jobs-to-Be-Done (JTBD) Theory aids in understanding customer preferences. JTBD Theory seeks to transform the Innovation process into a scientific methodology. The framework offers a reliable method for identifying the needs and problems of customers. JTBD Theory does this by determining the jobs or occupations that clients want to complete.

The JTBD method permits developing a thorough understanding of the needs of the clients. By defining products as things that people employ to do a certain job or solve an issue, the approach places an emphasis on the job rather than the product or client. For instance, the technique instructs us to focus on drilling a flawless quarter-inch hole rather than focusing about the quarter-inch drill.

Organizations can develop Products and Business Models that significantly influence their target market utilizing the JTBD Theory. In contrast to the average 17% success rate of traditional Innovation processes, the JTBD Framework shows an innovation success rate of 86%. When used properly, JTBD offers enterprises a number of advantages. The approach aids in:

• Identifying unmet or over-met client demands, choosing the best techniques to employ, generating concepts, and conducting concept testing.

• Establishing flexible organizational procedures.

• Considering the needs of consumers and jobs at hand while making important judgments.

• Attracting customers away from the offerings provided by the competitors.

• Creating novel products that provide a wonderful customer experience and are challenging to duplicate.

In any given market, a customer generally has between 50 and 150 needs, according to Tony Ulwick, the originator of the Jobs-to-be-Done Theory and CEO of Strategyn. And the number of unmet customer needs range from 5% to 80% of those needs. The JTBD model assists in determining the customer needs properly.

The JTBD framework consists of 5 essential stages. The step-wise approach to adopting JTBD Theory helps in identifying unmet consumer demands and allocating necessary resources to creatively address those needs.

  1. Hypothesize the Initial Job Statement and Job Map
  2. Uncover Customer Requirements
  3. Endorse Data
  4. Visualize Data to Identify Opportunities
  5. Develop Viable Value Propositions

Now, let’s go into details of the first 3 stages, for now.

Stage 1: Hypothesize the Initial Job Statement and Job Map

Creating a precise Job Statement, listing the customer’s unfulfilled jobs, and producing a Job Map to show the precise steps consumers take to satisfy their demands are all required during the initial stage of implementing the JTBD framework.

The Job Statement should be an objective, concise, and documented description of the enhancements consumers require in terms of features to be changed or processes to be simplified. The requirements and viewpoint of the customer should be considered while writing this succinct Job Statement.

Stage 2: Uncover Customer Requirements

The project team should conduct qualitative interviews at this step to get direct feedback from the clients. The Job Statement and the Job Map should be polished and completed as a result of the interviews. The verb should come first in the job statement, then the object and a contextual clarifier. As an illustration, “Get breakfast while commuting to work.” The context here is clarified by “while commuting to work.”

The Job Map is a graphic representation of the job at hand, broken down into distinct phases. It requires determining the demands of the clients, obtaining the data to determine the jobs they want completed, establishing the hypothesis, and carrying out the selected activities.

Stage 3: Endorse Data

The consumer criteria used to evaluate job completion are then validated using quantitative customer surveys, which were previously determined through qualitative interviews.

Interested in learning more about the other stages of the JTBD Theory? You can download an editable PowerPoint presentation on Jobs-to-be-Done Theory here on the Flevy documents marketplace.

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Mark Bridges

I blog about various management frameworks, from Strategic Planning to Digital Transformation to Change Management.