Jobs-to-be-Done

# Jobs-to-be-Done

Jobs-to-be-Done is a framework for understanding customer behavior by identifying the specific tasks customers are trying to accomplish, rather than focusing on who they are or what they buy. The theory posits that people “hire” products or services to get jobs done—functional, emotional, or social outcomes they seek.

The framework examines the circumstances that drive purchase decisions and the competing alternatives customers consider. Instead of segmenting by demographics, businesses map the jobs customers need completed and design solutions accordingly.

Research shows companies using Jobs-to-be-Done methodology experience 50% higher innovation success rates than those relying on traditional market segmentation. This approach helps identify unmet needs and reveals why customers switch between solutions.