![]() ![]() With the Jobs-As-Activities approach, performance metrics are from the customer's perspective: have they been able to do the work-the job-they needed to do with your product?Īs a product manager, if you subscribe to the Jobs-As-Activities interpretation, use the JTBD framework to improve the effectiveness of your product, and how customers experience it. Reading a book, when the product is a tablet Listening to music, when the product is a music streaming serviceĭrilling a quarter-inch hole, when the product is an electric drill They see it as a means to an end: your product is a tool to get things done.Īccording to this interpretation, the JTBD framework provides a way to categorize, define, capture, and organize your customer’s needs, and tie performance metrics to their 'jobs', or what they're trying to accomplish. The Jobs-As-Activities interpretation of JTBD is when customers buy a product to do work with that product. When you use the framework, there are two interpretations of jobs to be done you need to consider: Jobs-As-Activities The JTBD framework provides a structured way to apply JTBD theory to your customer research. This reframing of customer discovery comes from the desire to understand why people choose to buy a product-and their desired outcome after using it-rather than trying to figure out what products people use based on shared characteristics (aka personas). Jobs to be done (JTBD), a term coined by Clayton Christensen, is the idea that people 'hire' products to get a particular job done. What is the jobs to be done (JTBD) framework ![]()
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