<aside> ‼️ A Job To Be Done is the process a consumer goes through whenever she aims to transform her existing life-situation into a preferred one but cannot because there are constraints that stop her.

It should not describe an action but rather what someone is trying to achieve, the action is only a means to get there.

A good customer job description includes:

Example: ”Free me from the stress I deal with when figuring out what products won’t harm my children, so I can have more time to enjoy being a parent”

Now it’s our job to find the solution that best addresses the JTBD


  1. Customers don’t want your product or what it does; they want help, making their lives better

  2. People have Jobs, things don't

  3. Competition is defined in the minds of customers and they use progress as their criterion

  4. When customers start using a solution for a JTBD, they stop using something else

  5. Innovation opportunities exist when customers exhibit compensatory behaviors (they put up with a shitty solution or cobble together their own)

  6. Favor progress over outcomes and goals

  7. Progress defines value; contrast reveals value

  8. Solutions for Jobs deliver value beyond the moment of use

  9. Producers, Consumers, solutions and jobs should be thought of as parts of a system that work together to evolve markets


What’s our hypothesis?

[What’s our assumption of what the problem is? What’s our product idea?]

How much are people struggling?

[On a scale from 0 to 10 how much of a pain is this?]

What’s the competition?

[What do people currently do or have considered doing to solve the JTBD]

What’s the value of the competition?

[What do people value in the competition]

What’s the differences of the competition?

[Contrast the competitors against each other, what’s different?]

What made them look for a solution to their problem?

[What trigger made them want to make progress in this area?]

What are we replacing?

[If they start using our “solution” what do they stop using. Are they paying for their current solution and if so, how much?]

What’s the JTBD?

[Write down the JTBD in the form of “Help me do x, so that y happens” or similar (not a rule)]

General Empathy Questions

Q1. 🌈 Hope

If you had a magic wand and could instantly X, how would that change your life?