Four Examples of Applied JTBD Theory

About the author: Tomas Corza is a marketing strategist, Jobs to be Done practitioner and musician.

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What Drives Consumer Choices?

Ever wondered why people choose certain products or services over others? According to Harvard Professor Clayton Christensen, the main reason is that these products address a specific need or “job” that people want done.

What is JTBD Theory?

Christensen’s (jobs-to-be-done) JTBD theory suggests that customers "hire" products to perform specific tasks or solve problems. He explains, “A job to be done is a problem or opportunity someone is trying to address. We hire people or products to get these jobs done.”

Identifying Jobs to be Done

To identify jobs to be done, consider the following prompts:

“Help me…”
“Help me avoid…”
“I need to…”

Example: The Milkshake Case

Christensen uses a milkshake to illustrate JTBD theory. A fast-food chain discovered that most of its milkshakes were bought in the morning, by customers who didn’t buy other items. These customers hired the milkshake to keep them from being hungry or bored during their commute. The thick consistency and easy portability made it perfect for this job.

Functional, Emotional, and Social Dimensions

Jobs to be done often have functional, emotional, and social dimensions:

Functional: The practical role a product plays.
Emotional: The feelings from using the product.
Social: The social context of using the product.

Why JTBD Matters

Companies that focus on jobs rather than customer traits can thrive and avoid disruption. Christensen notes, “If your business is about doing a job well, it will remain relevant as new technologies emerge.”

Real-World JTBD Examples

1. Zoom: Connecting Remote Workers

With the rise of remote work, especially during the COVID-19 pandemic, Zoom became essential. It helps remote workers connect and engage without in-person meetings, leading to a 354% increase in users.

2. PayPal: Secure Online Payments

As digital payments rise, especially due to COVID-19, PayPal provides a trusted way to pay online. Its convenience and security have made it a go-to payment method.

3. DoorDash: Convenient Food Delivery

During the pandemic, DoorDash became popular for contactless food delivery. It expanded services to include essentials from stores like 7-Eleven and CVS, meeting the need for safe, home-delivered products.

4. Nike: Enhancing Runner Performance

Nike’s success began with creating a shoe to help runners perform better. From the Cortez to modern designs with carbon plates, Nike continues to meet the evolving needs of athletes.

Applying JTBD Theory

By focusing on jobs to be done, you can drive innovation and success in your business. This approach helps your organization stay relevant and capitalize on emerging technologies, rather than being disrupted by them.

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