Insights & Strategy
September 25, 2022

How To Create New Business Value Using The Jobs-To-Be-Done Framework

Whether you're looking to gain additional market share, grow your business, or increase sales conversions on your e-commerce products, using the 'Jobs-to-be-Done' theory is a great way to frame solutions for your customers.

Roald Larsen

What is the "Jobs to Be Done" (JTBD) Framework, and why can it help you design new business value?

The 'Jobs to Be Done framework is a tool that can help you design new business value by understanding the underlying motivations behind why your customers purchase your product or service. By understanding the 'job' your customer is trying to get done, you can design a solution that better meets their needs and creates value for your business.

This framework was first popularized by Clayton Christensen in his book The Innovator's Dilemma and has since been used by many companies to create successful new products and services.

There are four critical components to the JTBD framework:

1. The Job: What is the customer trying to accomplish?
2. The Customer: Who is the customer? What are their demographics?
3. The Context: When and where will the customer be using your product or service?
4. The Solution: What is the best way to meet the customer's needs?

You can develop a deep understanding of your customer's needs and how to best meet them by answering these four questions. This level of knowledge is essential for designing products and services that create new business value.

Key attributes of a successful JTBD frame

When you're looking to craft a new solution, it's essential to consider the key attributes that will make it successful. When you frame your solution with the Jobs-To-Be-Done (JTBD) framework, there are four key attributes to keep in mind:

1. Utility: Is your solution going to solve the problem? This is probably the most vital attribute to consider – if your solution doesn't do what it's supposed to, it will not succeed.

2. Feasibility: Can your solution be implemented? This includes both technical feasibility (i.e., is it possible to build what you're proposing?) and financial feasibility (i.e., does it make sense from a business standpoint?).

3. Viability: Will your solution be adopted? This goes beyond just whether or not people will use it – it also includes factors like whether or not people will understand how to use it and whether or not they'll be able to integrate it into their existing workflow.

4. Desirability: Do people want your solution? This speaks to both the utility of your solution (again, is it solving a real problem?) and the user experience of your solution (is it easy to use?).

Step-by-step for how to create a compelling future state solution, leveraging the power of JTBD

When creating an effective future-state solution, a few key things must be kept in mind. First and foremost, you must ensure that you're leveraging the power of JTBD. This powerful framework can help you create solutions that are not only tailored to your specific needs but also highly effective.

Here's a step-by-step guide for how to create an effective future state solution with JTBD:

1. Define the problem you're trying to solve. What is the current state that you're trying to improve? What are your goals for the future state? Be as specific as possible.

2. Research the jobs that need to be done to reach your desired future state. What are the steps that need to be taken to achieve your goals? What resources will be required?

3. Create a detailed plan for how to execute the jobs needed to reach your future state. Who will be responsible for each task? When do you expect each task to be completed? What resources will be required?

4. Implement your plan and start making progress towards your desired future state. Monitor your progress and make adjustments as necessary. Celebrate each milestone reached along the way!

How to create an understanding of the job

To understand the job, it is important first to understand what Jobs-To-Be-Done are. Jobs-To-Be-Done is simply the things that people do to get a job done. They can be divided into three categories:

1) Functional Jobs: These are the tasks that need to be completed to get the job done. For example, if you need to write a report, you will need to gather data, organize it, and then write it up.

2) Emotional Jobs: These are the jobs that people do to feel good about themselves or the situation. For example, if you are writing a report for work, you may also want to make sure it looks nice and is easy to read so that your boss will be impressed.

3) Social Jobs: These are the jobs that people do to conform to social norms or expectations. For example, if you are writing a report for work, you may want to ensure it is error-free so that your co-workers will not think less of you.

Once you have identified the different types of Jobs-To-Be-Done, you can begin creating an understanding of the job by breaking it down into smaller pieces. For each task that needs to be completed, ask yourself why it needs to be done and what emotional or social jobs accompany it. By doing this, you will start to see the larger picture.

Developing empathy through storytelling techniques

The best way to develop empathy is by storytelling. When you can share a story that connects with your audience emotionally, they will be more likely to see things from your perspective. This is why so many businesses use storytelling techniques when they are trying to create new value.

The Jobs-To-Be-Done framework is an excellent tool for framing a solution because it helps you to understand the problem that your customer is trying to solve. Once you know the problem, you can start to develop a solution that will address their needs.

If you can tell a story that resonates with your customer, they will be more likely to trust you and see the value in your solution. Using the Jobs-To-Be-Done framework ensures that your story hits all the right notes and creates new business value for your company.

Laying out your solution around needs; drivers and differentiators

The 'Jobs-To-Be-Done' framework is a tool designer can use to create new business value by framing a solution around customer needs. The framework is based on the idea that customers hire products and services to do a job and that companies should focus on creating solutions that help customers do that job better.

To create new business value with the 'Jobs-To-Be-Done' framework, companies need to understand the needs of their customers and the differentiators of their products or service. Once this understanding is in place, companies can develop a solution that meets customer needs and differentiates their product or service from the competition.

Companies can create new business value with the 'Jobs-To-Be-Done' framework by understanding customer needs and developing a differentiated solution.


The 'Jobs-to-be-Done' theory is a powerful tool that can help you understand your customers' needs and develop solutions that address their pain points. By focusing on the jobs your customers need to get done, you can develop products and services that make it easier for them to achieve their goals. If you're looking to grow your business, this is a great approach to consider.

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