Jobs to Be Done (JTBD) is a framework developed by Clayton Christensen that focuses on what customers are trying to accomplish, rather than who they are. The core insight: people don't buy products — they "hire" products to get a job done.
"People don't want a quarter-inch drill. They want a quarter-inch hole." — Theodore Levitt
A "job" has three dimensions: (1) Functional — the practical task (e.g., diagnose a thyroid condition), (2) Emotional — how they want to feel (e.g., confident in the diagnosis), (3) Social — how they want to be perceived (e.g., seen as using cutting-edge technology).
JTBD for a Medical Imaging Device
Functional job: "Perform accurate 3D ultrasound measurements in under 15 minutes" Emotional job: "Feel confident that I haven't missed a pathology" Social job: "Be recognized as a technologically advanced practice"
Key Takeaways
- People hire products to get jobs done — focus on outcomes, not features.
- Every job has functional, emotional, and social dimensions.
- JTBD is more predictive than demographic segmentation.
- Understanding the job leads to better product design and messaging.
Frequently Asked Questions
According to JTBD theory, what do customers actually "buy"?▼
Answer: Progress toward a desired outcome
JTBD says customers hire products to make progress in their lives. They want outcomes, not features.
What was the real "job" that milkshakes were hired for in Christensen's famous study?▼
Answer: To make a boring morning commute more interesting
Christensen found that morning commuters "hired" milkshakes for a long, engaging one-handed experience during their boring commute — not for taste or nutrition.
Which dimension of a job includes "feeling confident in the diagnosis"?▼
Answer: Emotional
The emotional dimension captures how customers want to feel. Confidence is an emotional outcome.
Why is JTBD more useful than demographic segmentation?▼
Answer: Different demographics can have the same job, and same demographics different jobs
A 25-year-old and a 55-year-old might both hire a product for the same job. Demographics don't predict behavior — jobs do.
A hospital administrator buying ultrasound equipment primarily cares about:▼
Answer: All three dimensions matter
Real purchase decisions involve all three dimensions. The administrator wants good ROI (functional), confidence in the decision (emotional), and recognition for modernizing (social).