Jobs to Be Done framework in a gist, for the understanding of the Business Analysts.

1. What a BA needs to know

2. “People don’t
want to buy a
quarter-inch drill.
They want a
quarter-inch
hole.”

3. Your Client
Wants
This

4. What is the first step in
SDLC?
Requirements?
OKAY.

5. WHAT? This is what we ask our customers

6. Let’s ask them…
WHAT? do you want in your car
Better acceleration
More precise handling
Increased space
Larger storage capacity

7. Better acceleration Increased space
More precise handling
Larger storage capacity
Needs
These are your requirements

8. Competition to your Needs?
Your Car
Some other Car

9. WHY?
should
This is what we ask our customers

10. Let’s ask them…
WHY? do you want them in your car
Express myself
Park in tight spaces
Show my ecological sense
Have fun

11. Express myself Show my ecological sense
These are your requirements
Jobs
Park in tight spaces
Have fun

12. Competition to your Jobs?
Your Car
Some other Car
Like this Fashion
A scooter

13. WHATnext?

14. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value

15. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
What are people trying to get
regardless of what they are currently buying
done?

16. JTBD Framework
1. Ignore your pre-conceived notions

17. JTBD Framework
2. Probe on needs,
seek a bike
because it leads to
me reaching my destination
attitudes, and circumstances
seek this bike
seek the bike
because because
I need to travel this road
It expresses my style

18. JTBD Framework
3. Keep asking “why”?

19. JTBD Framework
4. Break down the occasion into sub-occasions

20. JTBD Framework
5. Pinpoint what drives demand

21. JTBD Framework
6. Think through all the stakeholders

22. JTBD Framework
7. Evaluate what causes each stakeholder to act

23. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
1. Ignore your pre-conceived notions
2. Probe on needs, attitudes, and circumstances
3. Keep asking “why”?
4. Break down the occasion into sub-occasions
5. Pinpoint what drives demand
6. Think through all the stakeholders
7. Evaluate what causes each stakeholder to act

24. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
What do people do today?
What are the pain points?

25. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
What is the “real” competition?
The competition to do the jobs

26. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
What is the criteria of success?
How can you measure success?

27. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
What hinders the adoption of the
What we must avoid?
solution?
What could prevent accomplishment of jobs and
success?
What could prevent purchase?

28. JTBD Framework
Jobs Pain Points Competition Criteria Obstacles Value
How much money is at stake?
Feasibility of implementing the solution

29. Conclusion
1. Probe deeply into the underlying jobs
– Don’t focus on how an existing product can be adjusted
– Keep asking “why?”
2. Understand current approaches and drivers
– Explore why they use what they currently use
– What are the existing pain points?
– What are they unwilling to give up?
– What tradeoffs are they willing to make?
3. Know how success will be measured
– What obstacles will keep them from being satisfied?
4. JTBD will be limited if you’re not talking to the right people
– Who will be using the new products / services?
– Who will be the heaviest users?