| name | jtbd-analysis |
| description | Apply Jobs-to-be-Done framework for outcome-driven innovation. Map customer jobs, identify underserved outcomes, and prioritize opportunities using the JTBD methodology. |
| allowed-tools | Read, Write, Glob, Grep, Task, WebSearch, WebFetch |
Jobs-to-be-Done Analysis
When to Use This Skill
Use this skill when:
- Jtbd Analysis tasks - Working on apply jobs-to-be-done framework for outcome-driven innovation. map customer jobs, identify underserved outcomes, and prioritize opportunities using the jtbd methodology
- Planning or design - Need guidance on Jtbd Analysis approaches
- Best practices - Want to follow established patterns and standards
Overview
Jobs-to-be-Done (JTBD) is a theory of innovation that focuses on what customers are trying to accomplish (jobs) rather than on the products they buy. When people "hire" a product, they hire it to get a job done.
Core Concepts
The Fundamental Insight
"People don't want a quarter-inch drill. They want a quarter-inch hole."
— Theodore Levitt
Customers buy products to get jobs done. Understanding the job unlocks innovation opportunities.
Job Types
| Type | Description | Example |
|---|
| Functional | The practical task | "Ensure code quality before merge" |
| Emotional | How they want to feel | "Feel confident in my changes" |
| Social | How they want to be perceived | "Be seen as a skilled developer" |
| Consumption | Jobs related to product usage | "Learn to use the tool effectively" |
Job Statement Template
When [situation/context],
I want to [motivation/desire],
so I can [expected outcome].
Example:
When reviewing a pull request,
I want to quickly identify potential bugs,
so I can approve changes with confidence.
Job Mapping (8-Step Process)
Break complex jobs into universal steps:
| Step | Description | Questions to Ask |
|---|
| 1. Define | Determine goals | What are you trying to achieve? |
| 2. Locate | Gather inputs | What information do you need? |
| 3. Prepare | Set up environment | How do you get ready? |
| 4. Confirm | Validate readiness | How do you know you can proceed? |
| 5. Execute | Perform the job | What actions do you take? |
| 6. Monitor | Track progress | How do you know it's working? |
| 7. Modify | Make adjustments | What changes do you make? |
| 8. Conclude | Finish and evaluate | How do you know you're done? |
Example: Job = "Ensure Code Quality Before Merge"
| Step | Job Step | Desired Outcomes |
|---|
| Define | Understand what needs review | Know the scope of changes |
| Locate | Gather context about changes | Understand the reasoning behind changes |
| Prepare | Set up review environment | Have tools and context ready |
| Confirm | Verify reviewable state | Ensure CI passes, conflicts resolved |
| Execute | Review the code | Identify bugs, style issues, logic errors |
| Monitor | Track review progress | Know which files are reviewed |
| Modify | Request changes | Get author to fix issues |
| Conclude | Approve and merge | Confident in code quality |
Outcome Statements
Outcomes are measurable, observable statements of what customers want.
Outcome Statement Formula
[Direction] + [Unit of Measure] + [Object of Control] + [Context]
Direction: Minimize, Maximize, Increase, Reduce, Eliminate, Avoid
Examples
| Job Step | Outcome Statement |
|---|
| Execute | Minimize the time it takes to identify bugs in code changes |
| Execute | Reduce the likelihood of missing a security vulnerability |
| Execute | Minimize the effort required to understand unfamiliar code |
| Modify | Reduce the time to communicate feedback to the author |
| Conclude | Minimize the likelihood of post-merge issues |
Outcome Quality Criteria
✅ Good outcomes are:
- Measurable (can be quantified)
- Observable (can be seen/detected)
- Customer-controlled (customer can influence)
- Job-specific (tied to a job step)
- Solution-agnostic (no specific product implied)
❌ Avoid:
- Vague statements ("make it better")
- Solution-embedded outcomes ("use AI to...")
- Company-controlled outcomes ("increase revenue")
Opportunity Scoring
Importance vs. Satisfaction
Survey customers on each outcome:
Importance: "How important is [outcome] to you?"
(1 = Not important, 10 = Extremely important)
Satisfaction: "How satisfied are you with your current solution for [outcome]?"
(1 = Not satisfied, 10 = Extremely satisfied)
Opportunity Score Formula
Opportunity Score = Importance + (Importance - Satisfaction)
| Score Range | Interpretation |
|---|
| > 15 | High opportunity (underserved) |
| 10-15 | Moderate opportunity |
| < 10 | Low opportunity (appropriately served) |
| < 0 | Overserved (potential to simplify) |
Opportunity Landscape
High Importance
│
┌───────────┼───────────┐
Over- │ │ │ Under-
served │ Table │ High │ served
│ Stakes │ Opportunity│
├───────────┼───────────┤
Low │ Low │ Niche │
Satisfaction Priority │ Opportunity│ High
│ │ │ Satisfaction
└───────────┼───────────┘
│
Low Importance
Interview Techniques
Switch Interview (For Existing Products)
Understand why customers "fired" one product and "hired" another:
- First thought: When did you first think about switching?
- Event: What triggered the switch?
- Consideration: What alternatives did you consider?
- Decision: What made you choose the new solution?
- Consumption: How did you get started?
Forces Diagram
┌─────────────────────────────────────────┐
│ PROGRESS │
│ (Desired Outcome) │
└─────────────────────────────────────────┘
▲ ▲
│ │
┌──────────┴──┐ ┌────┴───────────┐
│ Push of │ │ Pull of New │
│ Current │ │ Solution │
│ Situation │ │ │
└─────────────┘ └────────────────┘
│ │
▼ ▼
┌─────────────────────────────────────────┐
│ RESISTANCE │
└─────────────────────────────────────────┘
▲ ▲
│ │
┌──────────┴──┐ ┌────┴───────────┐
│ Anxiety of │ │ Habit of │
│ New Solution│ │ Present │
└─────────────┘ └────────────────┘
Questions:
- Push: "What's frustrating about your current situation?"
- Pull: "What attracted you to the new solution?"
- Anxiety: "What concerns did you have about switching?"
- Habit: "What made it hard to leave the old solution?"
AI-Assisted JTBD Analysis
Job Discovery
Given a product domain, generate:
- Main functional jobs customers need done
- Related emotional and social jobs
- Job context variations
- Job statement formulations
Job Mapping
For a given job, generate:
- 8-step job map
- 3-5 desired outcomes per step
- Properly formatted outcome statements
Opportunity Identification
When satisfaction data is available:
- Calculate opportunity scores
- Identify underserved outcomes (score > 15)
- Suggest solution directions
- Prioritize by opportunity size
Interview Guide Creation
For a specific job, generate:
- Screening questions
- Switch interview questions
- Forces diagram exploration questions
- Outcome importance probes
Integration Points
Inputs from:
design-thinking skill: Empathy insights → Job context- User research data → Satisfaction ratings
- Customer support data → Pain points → Job failures
Outputs to:
opportunity-mapping skill: Outcomes → Opportunity treelean-startup skill: Underserved outcomes → Hypothesespersona-development skill: Job context → Persona attributes
References
For additional JTBD resources, see:
