Framework
Business

Jobs to be Done

Functional, social, emotional jobs

Best for
understanding why people buy
Time
1–2 hr
Difficulty
Intermediate
Jobs to be Done diagramSchematic of the Jobs to be Done framework: Functional, social, emotional jobs.When [situation]I want [motivation]So I can [outcome]
The Jobs to be Done diagram — Functional, social, emotional jobs.
Example

Understanding why people "hire" a meal kit over alternatives

Jobs being done
  1. Functional job — get a healthy dinner on the table on a weeknight
  2. Emotional job — feel competent and like I'm taking care of my family
  3. Social job — be seen as someone who cooks, not someone who orders out
  4. Hire it over — takeout (too unhealthy), grocery shopping (too much planning)
  5. Switch trigger — first week back at a demanding job

Jobs to be Done applied to real companies

All examples →
Instagram Stories

JTBD analysis: what job is Instagram Stories hired to do?

Instagram Stories grew to 500M daily users in three years. JTBD analysis explains why — it wasn't competing with feed posts. It was competing with sleep.

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Empathy Map

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Customer Journey Map

Stages × actions × thoughts × pains

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