Flevy Blog is an online business magazine covering Business Strategies, Business Theories, & Business Stories.

Jobs-to-Be-Done (JTBD) Growth Strategy Matrix

Editor's Note: Take a look at our featured best practice, Growth Strategy (41-slide PowerPoint presentation). The reality is: all businesses face the challenge of achieving sustainable Growth. They need viable Growth Strategies. So, what is Growth Strategy? It is the organization's high-level Corporate Strategy Plan that outlines everything the organization needs to do to achieve its goals for [read more]

Also, if you are interested in becoming an expert on Strategy Development, take a look at Flevy's Strategy Development Frameworks offering here. This is a curated collection of best practice frameworks based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. By learning and applying these concepts, you can you stay ahead of the curve. Full details here.

* * * *

Competing in this cutthroat environment demands unique strategies.

After identifying a customer group, organizations have to decide which of them they should target and how.  There is a need to ascertain the full range of customer jobs that have to be completed (including both their underserved and over-served needs).

Leadership should now consider and select the approach needed to win in a market.  It’s time to decide if there is a need to add a new feature to an existing product, develop a less expensive version of a product, or take an alternative path altogether.

The Jobs-To-Be-Done (JTBD) Growth Strategy Matrix outlines unique market strategies to target the right customers and fulfill its needs.  The matrix assists in narrowing down the best possible strategies for a particular situation.  The basic premise is that the product should complete a customer’s job quicker, better, and more affordably than the rivals.

JTBD Growth Strategy Framework plots the possibilities of product or service offerings to get customers’ jobs done better, worse, cheaply, or expensively on a 2×2 matrix.  It allows organizations to place different segments of customers to be targeted for a value proposition in appropriate quadrants.  The Y axis of the matrix plots the organization’s ability to get the job done effectively or inferiorly compared to its competitors. The X axis, on the other hand, plots its ability to offer expensive or cheap products compared to its rivals.

  • The left upper quadrant is for customers who have underserved needs. To win these customers, organizations should offer products that get the job done better and, in return, charge more than rival products.
  • The lower left quadrant holds customers with limited options. Companies can charge more for their offerings to this group even if they do not offer any advantage over rival products.
  • The right upper quadrant hosts any type of customer, either with underserved or overserved needs. A better-performing but less expensive offering will win such customers.
  • The right lower quadrant encompasses non-customers or customers with over-served needs—organizations should price their products less to win this customer segment.

In order to satisfy the distinct needs of the customers in the 4 quadrants of the JTBD Growth Strategy Matrix, organizations can employ 5 unique strategies depending on what’s best for a particular scenario:

  1. Differentiated Strategy
  2. Dominant Strategy
  3. Disruptive Strategy
  4. Discrete Strategy
  5. Sustaining Strategy

Let’s dive deeper into the first 3 strategies for now.

Differentiated Strategy

A Differentiated Strategy is used by many of the most successful and rapidly expanding businesses in the world, as it generates excessively high profits if executed well.  This approach is adopted to serve underserved consumer groups with a new product or service that performs a customer’s job better yet costs significantly more.

The strategy helps an organization join a market at the upper end, take a sizable chunk of the profits, and then penetrate the market to increase market share. It can gradually reduce the price of its older products through operational Innovation and production cost reduction while adding newer and better products.

Dominant Strategy

Dominant Strategy is adopted by those businesses that focus on every customer in a market with a new product or service that does the job noticeably better and cheaper.  Most existing players cannot guard themselves against this strategy, as it drastically reduces their margins and often requires investing in a new product platform, competencies, resources, and talent.

Research indicates that businesses can succeed with a Dominant Strategy if they offer a value proposition that does the job at least 20% better and 20% cheaper than rivals’ offerings.

Disruptive Strategy

Disruptive Strategy is employed by organizations to target a group of overserved customers or non-consumers with a new value proposition that enables them to complete a job more affordably but less effectively than competing offerings.

Interested in learning more about the other Product Strategies? You can download an editable PowerPoint presentation on JTBD Growth Strategy Matrix here on the Flevy documents marketplace.

Do You Find Value in This Framework?

You can download in-depth presentations on this and hundreds of similar business frameworks from the FlevyPro LibraryFlevyPro is trusted and utilized by 1000s of management consultants and corporate executives.

For even more best practices available on Flevy, have a look at our top 100 lists:

148-slide PowerPoint presentation
This presentation is a comprehensive collection of Key Performance Indicators (KPI) related to Corporate Strategy. A KPI is a quantifiable measure used to evaluate the success of an organization, employee, or process in meeting objectives for performance. KPIs are typically implemented [read more]

Want to Achieve Excellence in Strategy Development?

Gain the knowledge and develop the expertise to become an expert in Strategy Development. Our frameworks are based on the thought leadership of leading consulting firms, academics, and recognized subject matter experts. Click here for full details.

"Strategy without Tactics is the slowest route to victory. Tactics without Strategy is the noise before defeat." - Sun Tzu

For effective Strategy Development and Strategic Planning, we must master both Strategy and Tactics. Our frameworks cover all phases of Strategy, from Strategy Design and Formulation to Strategy Deployment and Execution; as well as all levels of Strategy, from Corporate Strategy to Business Strategy to "Tactical" Strategy. Many of these methodologies are authored by global strategy consulting firms and have been successfully implemented at their Fortune 100 client organizations.

These frameworks include Porter's Five Forces, BCG Growth-Share Matrix, Greiner's Growth Model, Capabilities-driven Strategy (CDS), Business Model Innovation (BMI), Value Chain Analysis (VCA), Endgame Niche Strategies, Value Patterns, Integrated Strategy Model for Value Creation, Scenario Planning, to name a few.

Learn about our Strategy Development Best Practice Frameworks here.

Readers of This Article Are Interested in These Resources

25-slide PowerPoint presentation
This presentation introduces a framework for entrepreneurs to use when building and navigating their business from a nascent, startup state to an enterprise with a global footprint. This framework, called the 5 Stages of Business Growth, is based on the fact that all businesses experience common [read more]

44-slide PowerPoint presentation
76-slide PowerPoint presentation

About Mark Bridges

Mark Bridges is a Senior Director of Strategy at Flevy. Flevy is your go-to resource for best practices in business management, covering management topics from Strategic Planning to Operational Excellence to Digital Transformation (view full list here). Learn how the Fortune 100 and global consulting firms do it. Improve the growth and efficiency of your organization by leveraging Flevy's library of best practice methodologies and templates. Prior to Flevy, Mark worked as an Associate at McKinsey & Co. and holds an MBA from the Booth School of Business at the University of Chicago. You can connect with Mark on LinkedIn here.

, , , , , , , , , ,

Complimentary Business Training Guides

Many companies develop robust strategies, but struggle with operationalizing their strategies into implementable steps. This presentation from flevy introduces 12 powerful business frameworks spanning both Strategy Development and Strategy Execution. [Learn more]

  This 48-page whitepaper, authored by consultancy Envisioning, provides the frameworks, tools, and insights needed to manage serious Change—under the backdrop of the business lifecycle. These lifecycle stages are each marked by distinct attributes, challenges, and behaviors. [Learn more]

We've developed a very comprehensive collection of Strategy & Transformation PowerPoint templates for you to use in your own business presentations, spanning topics from Growth Strategy to Brand Development to Innovation to Customer Experience to Strategic Management. [Learn more]

  We have compiled a collection of 10 Lean Six Sigma templates (Excel) and Operational Excellence guides (PowerPoint) by a multitude of LSS experts. These tools cover topics including 8 Disciplines (8D), 5 Why's, 7 Wastes, Value Stream Mapping (VSM), and DMAIC. [Learn more]
Recent Articles by Corporate Function






The Flevy Business Blog (https://flevy.com/blog) is a leading source of information on business strategies, business theories, and business stories. Most of our articles are authored by management consultants and industry executives with over 20 years of experience.

Flevy (https://flevy.com) is the marketplace for business best practices, such as management frameworks, presentation templates, and financial models. Our best practice documents are of the same caliber as those produced by top-tier consulting firms (like McKinsey, Bain, Accenture, BCG, and Deloitte) and used by Fortune 100 organizations. Learn more about Flevy here.

Connect with Flevy:


About Flevy.com   /   Terms   /   Privacy Policy
© . Flevy LLC. All Rights Reserved.