Untangling JTBD

Since Clayton Christensen popularized jobs to be done (JTBD) several decades ago, different interpretations of the field have emerged. As a result, newcomers may find an array of approaches and opinions on the topic.

One school of thought focuses on the functional objectives people have. The other interprets the job as the “progress” that people want to make in their lives at a high level, i.e., their aspirations. I believe these two sides are not mutually exclusive, and there is a place for both.

Further causing confusion, JTBD resembles other existing methods, like task analysis, user experience design, design thinking, and more. Having practiced a range of such methods, we can say with confidence that JTBD has significant differences. Chief among these is an explicit removal of references to solutions from its language.

JTBD is ultimately an exploration of “problem space,” independent of any product, service, or brand. And it’s not limited to just product design and development: anyone in an organization can leverage JTBD insights, from sales and marketing to customer success and support to executive leaders.

We initiated our free “JTBD Untangled” webinar series to help clarify JTBD. As the name suggests, we strive to provide “untangle” the field for you. Each session has an “ask me anything” (AMA) format to discuss the questions most relevant to you, and goes something like this:

• Introduction and announcement
• Tip or reading suggestion
• Ask me anything and open discussion

It’s also a chance for you to connect with others interested in the field in a relaxed atmosphere.

Learn more on the JTBD Toolkit.com website.