Jobs to Be Done Framework

Framework for discovering innovation based on a fundamental truth: customers don't buy products -- they "hire" them to do a specific job in their lives.

Core Principle

Job to Be Done = the progress a customer wants to make in specific circumstances.

Key elements of the definition:

• Progress (not goal, not solution) -- the customer wants to move from the current state to a better one
• Circumstances -- context determines the job, not customer attributes (demographics are useless)
• Hiring/Firing -- the customer actively chooses a product for the "job"

Scoring

Goal: 10/10. Rate product strategy or positioning 0-10 against the principles below. Always state the current score and the specific improvements needed to reach 10/10.

Three Dimensions of Every Job