The Jobs to Be Done Playbook

They recommend considering attitudes, or the personality traits relevant to getting a job done, as well as people’s backgrounds, or long-term context that affects decision-making. Together, these drivers—circumstances, attitudes, and backgrounds—form the basis of segmenting individuals into different segments based on their goals.

Reflect an end state. Avoid framing main jobs as ongoing activities. It’s problematic to start a main job with words like manage, maintain, keep up, and learn because they don’t have a clear end state. For example, learn all there is to know in a given field isn’t a good main job. When is learning done? Similarly, formulating a job as manage financ

STEP 1 Gather all desired outcomes.

the five stages in providing solutions that customers find valuable: • Discover value: Find the right problem to solve for the people you serve. • Define value: Set the direction for addressing the problem you’ve identified. • Design value: Create solutions that are desirable, viable, and useful. • Deliver value: Present the solution to the market

Social jobs indicate how a job performer is perceived by others while carrying out the job. For instance, adult diapers have an important social job of avoiding embarrassment in public.

To reiterate, JTBD provides a sequence for innovation: start with the job performer and the main job defined at an appropriate functional level. Create solutions that get that job done first. Then consider aspects like emotions and aspirations for framing how the solution gets implemented and delivered to a market.

• Micro-Job: Activities that resemble tasks but are stated in terms of JTBD

• How might the job be carried out in the future, given current trends? • How might you get more of the job done for customers? • What related jobs can your offering address or tie in to the job?

After a timeline is complete, use the Four Forces technique to understand reasons for switching ways of working. There are four forces: • Problems that push people away from an old solution. • New solutions that attract them toward a different way of working. • Anxiety that pushes people away from new solutions. • Habits that pull them to stay with