Infographic: 3 critical must-know’s about Jobs to Be Done
Jobs to Be Done (JTBD) is a lens that reveals the circumstances—or forces—that drive people and organizations toward and away from decisions. Here are 3 critical considerations to keep in mind!
A job incorporates three key elements.
We hire for different Jobs based on our changing circumstances.
Circumstances are subject to change.
Example: When a school district implements a new technology, the job of leadership could be: “Help me remain compliant with state funding.” Over time, as the district discovers best practices and increasing teacher approval of the tech toward improving student outcomes, the district may prioritize: “Help me be an innovative leader among districts in my state.”
Jobs is not asking why someone made their decision.
JTBD methodology is about uncovering a story and discovering underlying circumstances common across specific groups of individuals.
Example: Standard market research may ask someone why they purchase a Milkshake from a drive-through, and answers typically focus on flavor. However, JTBD may reveal that the circumstances driving decision-making in many customers’ days are, in fact: “Help me relieve stress with an easy-to-hold snack.”
Learn more at: christenseninstitute.org/theory/jobs-to-be-done