This article provides a detailed response to: How can companies use the Jobs-to-Be-Done framework to innovate and refine their Customer Value Proposition? For a comprehensive understanding of Customer Value Proposition, we also include relevant case studies for further reading and links to Customer Value Proposition templates.
TLDR The Jobs-to-Be-Done framework enables organizations to innovate and refine their Customer Value Proposition by focusing on the customer's needs and the jobs they hire products or services to do, leading to enhanced market differentiation and customer loyalty.
Before we begin, let's review some important management concepts, as they relate to this question.
The Jobs-to-Be-Done (JTBD) framework is a powerful tool for organizations looking to innovate and refine their Customer Value Proposition (CVP). This approach shifts the focus from the product to the customer, emphasizing the job that the customer is trying to get done. By understanding these jobs in detail, organizations can create or improve products and services that align more closely with customer needs and expectations.
Understanding the JTBD Framework
The JTBD framework posits that customers "hire" products or services to do a job. This job can be functional, such as drilling a hole, or emotional, such as feeling secure. The first step for an organization looking to leverage this framework is to conduct in-depth research to uncover the jobs that customers are trying to complete. This involves not just surveys or focus groups, but also ethnographic studies, customer journey mapping, and in-depth interviews. By thoroughly understanding these jobs, organizations can identify unmet needs or pain points that represent opportunities for innovation.
For example, Clayton Christensen's milkshake marketing story illustrates the power of the JTBD framework. By understanding that customers "hired" milkshakes for different jobs—such as keeping a lone driver occupied during a long, boring commute or providing a child with a treat that lasts—companies can innovate in ways that directly address these needs, thus refining their CVP. This insight led to changes in the product and its presentation, which significantly increased sales.
Organizations can use the insights gained from JTBD analysis to segment their market in a more nuanced way, focusing on jobs rather than demographics. This can lead to the discovery of new customer segments that were previously overlooked or considered unimportant. Additionally, by focusing on the job, organizations can more easily identify direct and indirect competitors, which may come from outside their traditional industry boundaries.
Applying JTBD to Innovation and CVP Refinement
Once the jobs are understood, the next step is to innovate in ways that make it easier, faster, or more satisfying for customers to get these jobs done. This could involve developing entirely new products or services, removing unnecessary features that do not contribute to job completion, or adding features that address previously unmet needs. The key is to ensure that every aspect of the product or service is aligned with helping the customer complete their job as effectively as possible.
For instance, the success of Apple's iPhone can be partly attributed to its understanding of the JTBD framework. Apple recognized that consumers were hiring different devices to complete various jobs—such as making calls, browsing the internet, listening to music, and taking photos. By integrating these functionalities into a single device, Apple was able to offer a product that did multiple jobs more effectively, thus significantly refining its CVP and dominating the market.
Organizations can also apply the JTBD framework to refine their service offerings. For example, banks have traditionally focused on products like loans, savings accounts, and credit cards. However, by applying the JTBD framework, some banks have shifted their focus towards the job of financial management and well-being. This has led to the development of personal finance management tools, financial advisory services, and more customer-centric banking experiences, thereby enhancing their CVP.
Challenges and Considerations
While the JTBD framework offers a compelling approach to innovation and CVP refinement, it is not without its challenges. One of the primary hurdles is the need for deep customer insight. This requires organizations to invest in research and customer engagement activities that go beyond traditional market research. It also demands a willingness to look beyond current products and services to understand the fundamental jobs that customers are trying to get done.
Another consideration is the potential for organizational resistance. Innovating based on the JTBD framework may require significant changes to product development processes, marketing strategies, and even the organizational structure. Leaders must be prepared to champion the JTBD approach and drive change management initiatives to ensure that the organization can effectively implement insights gained from this analysis.
Finally, it's important for organizations to continuously revisit and update their understanding of customer jobs. As markets evolve and new technologies emerge, the jobs that customers need to get done can change. Regularly engaging with customers and revisiting the JTBD framework ensures that the organization's CVP remains aligned with customer needs and expectations over time.
In conclusion, the Jobs-to-Be-Done framework offers a robust methodology for organizations aiming to innovate and refine their Customer Value Proposition. By focusing on the jobs that customers are trying to get done, organizations can uncover new opportunities for product and service innovation that directly address customer needs. While there are challenges to implementing this approach, the potential benefits in terms of enhanced market differentiation and customer loyalty are significant.
Customer Value Proposition Document Resources
Here are templates, frameworks, and toolkits relevant to Customer Value Proposition from the Flevy Marketplace. View all our Customer Value Proposition templates here.
Explore all of our templates in: Customer Value Proposition
Customer Value Proposition Case Studies
For a practical understanding of Customer Value Proposition, take a look at these case studies.
Value Proposition for Education Technology Firm
Scenario: The organization is a mid-sized education technology provider specializing in adaptive learning platforms.
Operational Efficiency Strategy for Boutique Hotels in Leisure and Hospitality
Scenario: A boutique hotel chain operating in the competitive leisure and hospitality sector is struggling to differentiate its value proposition in a saturated market.
Customer Value Proposition Consulting Case Study: Aerospace Manufacturer
Scenario:
The organization is a mid-sized aerospace components manufacturer with a product portfolio that has not significantly evolved in the past decade.
CPG Brand Differentiation Strategy for Specialty Foods Market
Scenario: The company, a specialty foods manufacturer in the Consumer Packaged Goods industry, is facing a challenge in carving out a strong Value Proposition.
AgriTech Firm Value Proposition Refinement in Precision Farming
Scenario: A leading AgriTech company specializing in precision farming technologies is facing a challenge in articulating a clear and compelling Value Proposition.
Luxury Brand Market Positioning in the European Sector
Scenario: A luxury fashion house in Europe is grappling with a stagnant Customer Value Proposition amidst a highly competitive market.
Explore all Flevy Management Case Studies
Related Questions
Here are our additional questions you may be interested in.
Strategy & Operations, Digital Transformation, Management Consulting
This Q&A article was reviewed by David Tang. David is the CEO and Founder of Flevy. Prior to Flevy, David worked as a management consultant for 8 years, where he served clients in North America, EMEA, and APAC. He graduated from Cornell with a BS in Electrical Engineering and MEng in Management.
It is licensed under CC BY 4.0. You're free to share and adapt with attribution. To cite this article, please use:
Source: "How can companies use the Jobs-to-Be-Done framework to innovate and refine their Customer Value Proposition?," Flevy Management Insights, David Tang, 2026
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