Jim Kalbach

The core message of JTBD is clear: focus on people’s objectives, not on your company, offering, or brand.

Like Des, I believe that business success comes from understanding human needs and motivations.

At its core, the concept of JTBD is straightforward: focus on people’s objectives independent of the means used to accomplish them.

that great products were built around solving problems. What Jobs-to-be-Done gave us was a better way of framing what we felt

JTBD helps shift a collective mindset, from focusing on the organization and its solution to focusing on customers and their needs.

First, having a clear unit of analysis—the job—provides a tangible focal point. Needs, emotions, and aspirations are then seen in relation to the job, layered on only after an understanding of the main job.

because JTBD views an individual’s objective independent of technology, the technique future-proofs your thinking. Framing the job as universally as possible better prepares you to create solutions around how customers may act in the future, not tied to the past.

businesses exist to create value—value as perceived by customers in satisfying needs (innovation) and value for the company by staying profitable (go-to-market).

• Discover value: Find the right problem to solve for the people you serve.
• Define value: Set the direction for addressing the problem you’ve identified.
• Design value: Create solutions that are desirable, viable, and useful.
• Deliver value: Present the solution to the market in a successful business model.
• (Re)develop value: Continue to innovate and grow the business.

JTBD focuses on what people seek to achieve in a given circumstance.