The Jobs to Be Done Playbook

My definition of a job is simple and broad: The process of reaching objectives under given circumstances

What is the job performer trying to achieve? A job is a goal or an objective independent of your solution.

For each job, ask these three questions and rate each on a scale of 1–5: • Is the job important to the customer? (1 = not important, 5 = very important) • Does the job occur relatively frequently? (1 = infrequently, 5 = very frequently) • Is the customer frustrated by the inability to get the job done with today’s solutions? (1 = frustrated, 5 = no

2. Jobs are stable over time, even as technology changes.

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

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.

In ODI, “needs” are synonymous with “desired outcomes.” The formulation of desired outcome statements is specific and precise.1 There are four elements in each statement: • Direction of change: How does the job performer want to improve conditions? Each desired outcome statement starts with a verb showing the desired change of improvement. Words li

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

You can illustrate the main job in a chronological map with a sequence of stages. Consider each stage as a smaller job within the main job rather than tasks or physical activities. Because the job has to be “done,” be sure to formulate the job in a way that has an end state. It’s then helpful to think of the job as having a beginning, middle, and e