Flevy Management Insights Q&A
How can companies use the Jobs-to-Be-Done framework to innovate and refine their Customer Value Proposition?


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 best practice resources.

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.

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Before we begin, let's review some important management concepts, as they related to this question.

What does Jobs-to-Be-Done mean?
What does Customer Value Proposition mean?
What does Customer Insight mean?
What does Innovation Strategy mean?


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.

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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.

Best Practices in Customer Value Proposition

Here are best practices relevant to Customer Value Proposition from the Flevy Marketplace. View all our Customer Value Proposition materials here.

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Explore all of our best practices in: Customer Value Proposition

Customer Value Proposition Case Studies

For a practical understanding of Customer Value Proposition, take a look at these case studies.

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.

Read Full Case Study

Value Proposition Enhancement for a Global Tech Firm

Scenario: A global technology company is grappling with a diluted value proposition due to the rapid expansion of its product portfolio.

Read Full Case Study

Strategic Value Proposition Redefinition for Education Sector in Digital Era

Scenario: The organization in focus operates within the education sector, specializing in digital learning platforms.

Read Full Case Study

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.

Read Full Case Study

Operational Efficiency Strategy for Ambulatory Health Care Services in North America

Scenario: The organization, a leading provider of ambulatory health care services in North America, is seeking to enhance its value proposition in a highly competitive market.

Read Full Case Study

Telecom Digital Transformation for Industrial IoT Market

Scenario: The organization in question operates within the industrial segment of the Internet of Things (IoT) market, a niche within the broader telecommunications industry.

Read Full Case Study

Explore all Flevy Management Case Studies

Related Questions

Here are our additional questions you may be interested in.

How is the increasing importance of data privacy and security shaping Customer Value Propositions in the digital age?
The increasing importance of Data Privacy and Security is profoundly reshaping Customer Value Propositions, compelling companies to integrate these elements to gain customer trust, comply with regulations, and secure a competitive advantage in the digital marketplace. [Read full explanation]
What role does blockchain technology play in evolving Customer Value Propositions, especially in sectors like finance and supply chain?
Blockchain technology enhances Customer Value Propositions in finance and supply chain sectors by improving transparency, efficiency, and security, requiring Strategic Planning, Change Management, and collaboration for successful implementation. [Read full explanation]
How can businesses integrate sustainability into their Customer Value Proposition to appeal to the growing eco-conscious consumer base?
Integrating sustainability into the Customer Value Proposition involves understanding eco-conscious consumers, developing sustainable products and services, and embedding sustainability in corporate culture to meet demand and build loyalty. [Read full explanation]
What role does sustainability play in shaping a company's Value Proposition today?
Sustainability has become a core component of a company's Value Proposition, driving Strategic Planning, Innovation, Operational Excellence, and Competitive Advantage while responding to consumer demands and market dynamics. [Read full explanation]
How is the rise of artificial intelligence (AI) influencing the development of Value Propositions in various industries?
The rise of AI is transforming Value Propositions across industries through Personalization at Scale, Operational Efficiency, and Innovation, offering competitive differentiation aligned with customer needs. [Read full explanation]
How do mergers and acquisitions impact the Value Proposition of the combined entity?
Mergers and Acquisitions transform the combined entity's Value Proposition by enhancing offerings, accessing new markets, and strengthening brand, contingent on effective integration and management. [Read full explanation]

Source: Executive Q&A: Customer Value Proposition Questions, Flevy Management Insights, 2024


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