Three Levels in the Architecture of a Job

Each Job to Be Done has an architecture consisting of three levels.

The Job itself

The first is the Job itself, which comprises three components: functional, emotional, and social. Think of a Tesla in opposition to a Camry: both cars provide the same function, moving you from point A to point B, but a Tesla will have a different emotional and social response than a Camry. Driving a Tesla might make a customer feel and be perceived as fancier and more environmentally friendly than driving a Camry.

The experience

The second is the experience. When going to a car dealership your experience varies greatly when you’re dealing with an overly-tedious and insistent salesman, than when dealing with one that is more efficient and transparent in their offerings. Essentially, experience is about how the customer will feel when buying and using the product. Addressing the struggle as an innovator means considering a customer’s feelings. Innovators also don’t want to design a solution that customers will shy away from or be ashamed of using like Godrej originally did with their chotuKool refrigerator for the poor before learning from their mistake and redesigning a more socially acceptable product. A good experience is vital.

Integration

The last level is integration. This is simple: innovators need to know what resources they must acquire and integrate to create the experiences customers need to fulfill the job. To successfully sell a fancy, environmentally friendly vehicle, innovators might need to invest in the product, marketing, training, and branding to create an incentivizing purchase experience and use.