Jobs To Be Done, JTBD, is a product innovation framework co-developed by Harvard Business School professor Clay Christensen. It’s centered around the idea that customers hire and fire products and services to make progress toward life goals. A job to be done. By learning what progress means to your customers, insights can be uncovered that lead to new product innovations.

1. What Are New Product Innovations by Square
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7. Brian Gorby
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8. Jobs To Be Done
Getting Hired by Customers

9. Engineering Product

10. What is Jobs To Be Done (JTBD or “Jobs Theory”)?
Centered around the idea that customers seek progress toward functional,
emotional, and social goals. A job to be done.
Customers hire and fire products and services that help them attain this progress.
By asking customers the right questions, and understanding more about their
specific jobs, new marketing and product opportunities can be revealed.

11. What is Jobs To Be Done (JTBD or “Jobs Theory”)?
Clay Christensen
● HBS
● Innovator’s Dilemma / Solution
Bob Moesta
● The ReWired Group
Tony Ulwick
● Strategyn
● ODI

13. How big is the milkshake market?

21. What job did you hire that
milkshake to do?

22. What other products have
you hired for this job besides
a milkshake?

28. I need something that...
● Is quick to get on-the-go
● Can be consumed for the duration of the commute
● Will keep me full until lunch time
● Won’t make me feel guilty eating so early
● Isn’t messy and easy to consume

29. “Sipping that thick
milkshake through its
thin straw is the best
part of my morning.”

35. How big is the milkshake market?

36. How big is the milkshake market?

37. How big is the milkshake market?

38. ● Demographics
● Locales
● Very broad
segmentation of
customers
● Attribute focused
● Functional, emotional,
social needs
● Progress
● Outcomes
● Circumstance focused
Personas JTBD

39. ● Is 35 years old, married
● Has a marketing degree
● Loves peanuts, chocolate,
and caramel
● Loves Snickers and has
one every day
● Has an active lifestyle
● Has two dogs
Why did Alice buy the Snickers?
Satisfy hunger

41. Interviewing Customers for JTBD
● Don’t focus on what they like / dislike about the product
specifically.
● Get customer to relive and talk through their struggle.
● Understand what forces pushed them to hiring (or firing)
your product.
○ Emotional
○ Functional
○ Social

43. Applying JTBD to your career
● Treat your career like a product
○ Explicit goals with deliberate actions
● Create a timeline of events that led you to
consider becoming a PM
○ Pay attention to functional, emotional, social needs at
each event
● What is your own “hiring criteria” for your first /
next role?

44. Thanks!
www.linkedin.com/in/bgorby
Learn More about JTBD:
● Books
○ Competing Against Luck - Clayton Christensen, et al
○ Jobs To Be Done, Theory to Practice - Anthony
Ulwick
● Websites
○ jobstobedone.org
○ jtbd.info
○ hbr.org

45. Backup

46. Interviewing Customers for JTBD
● When did you first think about the product?
● Where were you?
● What was the tie of day?
● Did you purchase anything else at the same time?

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