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Most Innovation<\/a> efforts fail because of a lack of understanding of customers\u2019 needs.<\/p>\n The enormous amount of data available today should have made it easy for organizations to capture what customers hope to achieve.\u00a0 However, this is not the case.\u00a0 Almost everywhere, data is being used to find correlations<\/a> instead of causation.<\/p>\n The Jobs-to-Be-Done (JTBD) Theory<\/a> assists in perceiving customer choices by getting to the level of what causes a purchase.\u00a0 The objective behind JTBD Theory is to modify the Innovation process into a scientific method. \u00a0The framework provides a robust approach to ascertaining customer requirements and pain points.\u00a0 JTBD Theory does that by identifying the tasks or jobs that customers desire to accomplish.<\/p>\n The JTBD approach enables building a deep grasp of the customers\u2019 requirements.\u00a0 The approach focuses on the job instead of the product or customer and defines products as items that people hire to do a certain job or fix a problem<\/a>. \u00a0For instance, rather than thinking about the quarter-inch drill, the approach directs us to concentrate on drilling a perfect quarter-inch hole.<\/p>\n JTBD Theory gives organizations the capability to create Products and Business Models that have a profound impact<\/a> on their target market.\u00a0 The framework demonstrates an Innovation success rate of 86%, compared to a traditional innovation process average of 17%.\u00a0 If implemented effectively, JTBD allows organizations to reap several benefits.\u00a0 The model helps:<\/p>\n As per Tony Ulwick, pioneer of the Jobs-to-be-Done Theory and founder of Strategyn, a customer typically has around 50 to 150 needs in any given market.\u00a0 And the number of unmet needs ranges from 5% to 80%.\u00a0 The JTBD model accurately assesses customer needs.<\/p>\n The JTBD model encompasses 5 key phases.\u00a0 The phased approach to implementing JTBD Theory helps the executives ascertain the unmet jobs of the customers and deploy the required resources to satisfy the targeted customer needs through innovative solutions.<\/p>\n Let\u2019s, now, talk about a few of these phases in further detail.<\/p>\n The first phase of implementing the JTBD framework calls for creating a precise Job Statement, summarizing the customer\u2019s unmet jobs, and developing a Job Map to indicate specific actions customers take to meet their needs.<\/p>\n The Job Statement should be an unbiased, clear, and crisp written statement of the kind of improvements customers need in terms of features to be amended or processes to be streamlined, as well as the parties impacted by the change. This concise Job Statement should be written with the customer\u2019s needs and perspective in mind.<\/p>\n In this phase, the project team should conduct qualitative interviews to gather firsthand information from the customers.\u00a0 The aim of the interviews should be to refine and finalize the Job Statement and the Job Map.\u00a0 The Job Statement should start with a verb, followed by the object, and include a contextual clarifier.\u00a0 For example, \u201cGet breakfast while commuting to work.\u201d Here \u201cwhile commuting to work\u201d is the contextual clarifier.<\/p>\n The Job Map is a visual depiction of the job to be done, segregated into discrete steps.\u00a0 It entails discerning customers\u2019 needs, accessing the data to decide about the jobs they want done, developing the hypothesis, and executing the shortlisted activities.<\/p>\n In this stage, the customer criteria employed to assess job completion\u2014identified earlier through qualitative interviews\u2014are validated through quantitative customer surveys.<\/p>\n Interested in learning more about the other phases of the JTBD Theory? You can download an editable PowerPoint presentation on Jobs-to-be-Done Theory<\/strong> here <\/a>on the\u00a0Flevy documents marketplace<\/a>.<\/p>\n You can download in-depth presentations on this and hundreds of similar business frameworks from the\u00a0FlevyPro Library<\/a>.\u00a0FlevyPro<\/a>\u00a0is trusted and utilized by 1000s of management consultants and corporate executives.<\/p>\n For even more best practices available on Flevy, have a look at our top 100 lists:<\/p>\n Most Innovation efforts fail because of a lack of understanding of customers\u2019 needs. The enormous amount of data available today should have made it easy for organizations to capture what customers hope to achieve.\u00a0 However, this is not the case.\u00a0 Almost everywhere, data is being used to find correlations instead of causation. The Jobs-to-Be-Done (JTBD)… Jobs-to-Be-Done (JTBD) Theory<\/span><\/a><\/p>\n","protected":false},"author":110,"featured_media":12936,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[81],"tags":[4,840,3226,1681,3156,2,3228,3227,140,3229,1655],"class_list":["post-12933","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-business-model","tag-customer-experience","tag-customer-needs","tag-customer-centricity","tag-hypothesis-development","tag-innovation","tag-job-map","tag-jobs-statement","tag-product-strategy","tag-qualitative-research","tag-quantitative-insights"],"_links":{"self":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/12933","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/users\/110"}],"replies":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/comments?post=12933"}],"version-history":[{"count":4,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/12933\/revisions"}],"predecessor-version":[{"id":12939,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/12933\/revisions\/12939"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/media\/12936"}],"wp:attachment":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/media?parent=12933"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/categories?post=12933"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/tags?post=12933"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}\n
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![\"\"](\"http:\/\/flevy.com\/blog\/wp-content\/uploads\/2023\/08\/JTBD-Flevy-Image.png\")
<\/a><\/p>\nPhase 1. Hypothesize the Initial Job Statement and Job Map<\/strong><\/h2>\n
Phase 2. Uncover Customer Requirements<\/strong><\/h2>\n
Phase 3. Endorse Data<\/strong><\/h2>\n
Do You Find Value in This Framework?<\/strong><\/h2>\n
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