Jobs to Be Done (JTBD) is a framework that focuses on understanding the functional and emotional needs that lead customers to “hire” a product or service to accomplish specific tasks or goals in their lives.
What is jobs to be done?
JTBD is a customer-centric approach to understanding user needs and behavior. It was developed by Harvard Business School professor Clayton Christensen in the 1990s. JTBD focuses on understanding the context behind why customers buy products and services. It helps marketers and product developers to better understand their target market and create products that meet their needs. The JTBD approach has been used successfully by many companies, including Apple, Microsoft, and Amazon.
Why is jobs to be done important?
JTBD is a powerful concept for understanding customer needs and developing products that meet those needs. JTBD helps product teams focus on the outcomes customers are trying to achieve, rather than product features. Using JTBD helps teams to create products that aren’t only successful but also useful and meaningful to their users. JTBD can:
- Help product teams identify gaps in the market
- Understand user pain points
- Anticipate new opportunities.
By understanding how customers use their products, companies can better optimize their products to meet customer needs.
Why does a content strategist need to know about jobs to be done?
JTBD is a useful framework for anyone in B2B SaaS, including content strategists. It helps them:
- Understand customer needs and preferences when creating content.
- Provide that content is targeted to the right audience.
- Optimize content in order to drive conversions.
- Identify opportunities for content repurposing and re-use.
- Craft effective messaging for marketing campaigns.