If growth is the question, Jobs to Be Done (JTBD) is the answer.

Customers have only one need: to make progress. The progress they are trying to make is the Job to Be Done.

Customers don’t want your product

They want a world where their lives are improved. They want to save time, to feel better, to do more, to achieve more. Everything is competing for their attention, but their lives are already 100% full. To adopt a new way of doing things, they need to let go of the old way. In a digital world this is even more prominent; your next customer is only 3 clicks away from choosing you or something else.

To win we need to decode customer behaviour with a new approach.

Deeply understand your customers’ Jobs to Be Done

Success in the digital generation does not require more information. It requires better intelligence. It means you need to cut through the noise to understand what is most important, most insightful and most relevant so you can act quicker and make better decisions.

The root of customer motivation lies in the Job to Be Done. By identifying your customers’ jobs, and placing these at the centre of your business strategy you will create the kind of clarity and alignment that previous frameworks or models have been unable to accomplish.

What is a Job to Be Done?

Customers don’t buy products, they pull them into their lives because they are trying to make progress. The progress they are trying to make is the Job to be Done. It challenges us to think not in terms of products and their features, but in terms of the benefit to the customer.  
People don’t want a bank
People don’t want a fitness monitor
Businesses don’t want an accountant

Map out the forces influencing customers in a buying journey 

The Job to Be Done itself is only the beginning. The ‘Four Forces’ framework helps to unpick the buyer’s journey from the first trigger to final purchase. Understand what forces are influencing a customer in your market so you can understand why they chose you, or another solution.
How a customer makes progress (demand generation)
Stopping a customer from making progress (demand reduction)

The benefits of using a Jobs to Be Done approach

Bring teams together behind a focus on the customer need

It is easy for teams to get lost in the details around certain products, features or campaigns. Jobs to Be Done helps to bring everything back to the customer needs we are trying to solve.

It creates alignment across teams by ensuring that everyone is working towards common goals, resulting in better and more seamless customer experiences.

Develop a better way to segment audiences

A needs based segmentation is fast replacing more traditional approaches to segmentation because it is centred around the core customer need - not on  demographics, attitudes or behaviours which often don’t predict what a customer is looking for.

The main objective for a customer is their Job to Be Done. By segmenting this way you can create more relevant ads and gear your products, marketing and experiences towards creating brilliant end-to-end journeys that solves this exact need.

Define the competition from the customers’ perspective 

Your competitors are not limited to other products like yours. Your competitors include anything a customer uses to solve their job today. This includes solutions that sit outside your category entirely.

The first step is recognising that we are not competing for customers. We are competing to be chosen for one or more of their Jobs to Be Done.

Build the future 

Many great brands of our time have become obsolete, not because their product quality declined but because customers found better ways to solve their Job to Be Done. Customer-led innovation and a relentless focus on the Job not the product can help brands avoid product failures and stay relevant for decades to come. Even if it means reinventing yourself.

Today, there are still thousands of customer Jobs that are underserved by the existing market of products and services.

The future is up for grabs.

Spot growth opportunities using our formula

The key to growth is in identifying the still underserved Jobs to Be Done of your customers, and building solutions and end to end experiences that serve that Job really well.
How do you identify and prioritise the growth opportunities for your business?
Customer-led growth formula


Untold Insights delivers customer research and strategy for a digital world.
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