Jobs-to-be-done-JTBD-1

Jobs to be Done (JTBD)

A method for developing customer-centric products through observation and interviewing.

The origin of the method goes back to the Harvard professional Clayton M. Christensen. Together with innovation consultant Anthony W. Ulwick, he developed the Jobs-to-be-Done method in 1999.

Jobs-to-be-done is a customer-centric way of working that differs from traditional development steps. Companies traditionally develop a product based on the availability of knowledge or new technologies. The question of whether this product brings a relevant benefit to the customer is answered only after completion.

In the job-to-be-done method, the focus is on the customer from the very beginning and the services/products are developed to fit precisely based on this. It is not enough to use the classic model of customer surveys, because many customers are not even aware of a large part of their needs.

Christensen describes a job as a customer problem or need (not to be confused with a corporate job description). The customer judges the quality of his own product by how helpful it is in accomplishing this task. There are superficial goals that are immediately visible and probably also known to the customer. However, the indirect goals are particularly exciting, because they only become visible through close observation and questioning.

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