Jobs to be Done (JTBD) is a theory that describes the process a consumer goes through to change their existing life-situation into a preferred one. It emphasizes the importance of evolving and improving oneself. A Job to be Done is not simply an activity or task, but a unique process of self-betterment. Products enable customers to complete a Job and make progress in their lives. JTBD theory draws on the insights of Joseph Schumpeter and W. Edwards Deming, as well as psychology, to understand customer behavior and competition. Overall, JTBD theory focuses on understanding and meeting customer needs in order to drive innovation and progress.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Jobs to be Done (JTBD) | From focusing on product improvement to focusing on customer improvement | More emphasis on customer needs and desires | Desire for progress and self-betterment |
| Intrinsic desire to evolve ourselves | From being satisfied with the status quo to actively seeking self-improvement | Increased focus on personal growth and development | Intrinsic motivation to evolve and adapt |
| Purposeful evolution | From passive adaptation to intentional transformation | More intentional efforts to improve oneself and the world | Desire to create a better future for oneself and others |
| Job to be Done defined | From a vague concept to a defined process | Clear understanding and application of JTBD theory | Need for a structured approach to understand customer needs |
| Products enable customers to get a Job Done | From relying solely on personal capabilities to utilizing external tools and innovations | Increased integration of products into daily lives for personal growth | Desire for progress and improvement drives product adoption |
| What isn’t a Job to be Done | From misconceptions of what constitutes a JTBD to a clear definition | Better understanding of what does not fall under the JTBD framework | Need for clarity and accuracy in identifying customer needs |
| JTBD theory origins | From a culmination of research and contributions from various sources to a unified framework | Increased awareness and application of JTBD principles | Collaboration and knowledge-sharing among researchers and innovators |