The power of Jobs To Be Done: focus your strategy on the customer
Understanding the true needs and motivations of your customers can make or break a company. One of the most powerful tools for achieving deep customer understanding is the Jobs To Be Done (JTBD) framework, popularised by Clayton Christensen of Harvard Business School. While the concept might seem straightforward, its application can unlock significant opportunities for innovation and customer satisfaction.
What is Jobs To Be Done?
At its core, JTBD is a framework that helps businesses understand why customers purchase a product or service. It goes beyond traditional demographic or psychographic segmentation and focuses on the specific tasks or "jobs" that customers need to accomplish. This approach can provide a fresh perspective that reveals new opportunities for differentiation and growth.
A short video explaining the main principles
Functional dimension
This is the most obvious and tangible aspect. For example, if a customer hires a washing machine, the functional job is to clean clothes. Quality and reliability are crucial here, as the product must perform its primary function well.
Emotional dimension
This involves understanding how customers feel when they use your product. Emotions can significantly influence purchasing decisions. For instance, a hair dye might not only cover grey hair (functional) but also boost confidence and attractiveness (emotional).
Social dimension
This aspect delves into the social context and implications of using a product. It considers how the product helps users achieve social status or fit into a group. For example, driving a high-performance sports car vs a mid-sized family car speaks volumes about one's social standing.
Real-world examples: Command vs. Sugru
To illustrate the JTBD framework, let's compare two brands of adhesives: Command and Sugru.
Command
Command products, like their double-sided sticky tape and hooks, are designed for hanging pictures and organizing spaces. They offer a clean and damage-free removal, which is a significant functional advantage. Emotionally, using Command products helps create a well-organized, aesthetically pleasing home environment. It reduces stress and hassle, making daily life smoother. On the social front, Command empowers users to take control of their home décor without needing professional help. It aligns with the desire to be self-sufficient and creative, enhancing the user’s sense of capability and independence.
Sugru
Sugru is a mouldable silicon-based adhesive used for repairing and customizing objects. It bonds to various surfaces and cures into a flexible rubber. While Sugru provides peace of mind by offering a solution for unexpected repairs, its wide range of applications can dilute its emotional and social impact. The potential for Sugru to create social proof is less clear. While it could appeal to environmentally conscious consumers or DIY enthusiasts, its broad applicability makes it challenging to convey a cohesive message.
Lessons from JTBD: aligning product strategy
The comparison between Command and Sugru reveals key insights. Command’s functional, emotional, and social dimensions are tightly aligned, making it a compelling product. The product’s name itself, “Command,” reflects the empowerment and control it provides to users. Command has successfully extended its product line to include temporary decorations and bathroom accessories, catering to specific use cases where traditional methods are cumbersome.
Sugru’s versatility, while an asset, can also be a liability. It attempts to serve too many needs without a clear, cohesive message. By identifying and focusing on a core segment, such as environmentally conscious consumers or specific DIY applications, Sugru could create a stronger emotional and social connection.
Implementing JTBD in your business
Applying JTBD in your business involves understanding the functional, emotional, and social jobs your customers are trying to get done. Conducting customer interviews and observations can provide deep insights into their motivations and experiences. Developing and testing solutions that align with these identified jobs, and being prepared to iterate based on customer feedback, can lead to better innovation and stronger customer relationships.
Driving product development and differentiation
Jobs To Be Done is not just a marketing tool but a comprehensive framework that guides product development and strategy. By focusing on the fundamental needs of your customers, you can create products that truly resonate, driving growth and differentiation in a competitive market.