Jobs-to-be-done (JTBD) is a powerful way to take the customer / stakeholder view and identify unmet need opportunities. It’s simple and intuitive: Customers don’t want solutions or products as such (the drill), they want to get a Job done (the hole in the wall).

Framing the customer problem the JTBD way

• instantly changes the perspective

• allows to identify product requirements beyond solutions and features.

• helps to de-bias the potentially distorted inside-out perspective if combined with quantitative methods

• reduces insecurity in concept development and decision making because it provides facts.

Instead of chasing the latest technological trends, the focus shifts to how you can help customers get their Job done better in the future.

Now that we are all on the same page as to what JTBD is we can begin with our CFI project. The next Chapter is going to cover the start of any CFI project; Frame. During Framing we structure the relevant Jobs into a JTBD-Hierarchy and use that as a basis to formulate a hypothesis which will guide rest of the CFI process.