niopd-ur-jtbd

name	niopd-ur-jtbd
description	Applies Jobs-to-be-Done framework to understand user motivations beyond features. Use for understanding purchase decisions, innovation opportunities, competitive analysis, or value proposition design.

Jobs-to-be-Done Analysis Skill

This skill applies the Jobs-to-be-Done framework to uncover the underlying progress users seek, enabling breakthrough innovation.

Theoretical Foundation

Origin

JTBD was developed by Clayton Christensen (Harvard Business School) and further refined by Bob Moesta and Tony Ulwick. It asks not "What features do users want?" but "What job is the user hiring this product to do?"

Core Principle

People don't buy products—they hire them to make progress in their lives. Understanding the "job" reveals innovation opportunities.

Job Statement Formula

"When [situation], I want to [motivation], so I can [expected outcome]."

Job Types

Type	Definition	Example
Functional	Practical task	"Get to work quickly"
Emotional	How I want to feel	"Feel in control"
Social	How I want to be perceived	"Look successful"

Job Map Categories

1. Define → 2. Locate → 3. Prepare → 4. Confirm → 5. Execute → 6. Monitor → 7. Modify → 8. Conclude

When to Use

• Understanding why customers switch products
• Identifying innovation opportunities
• Competing products analysis
• Value proposition refinement
• Feature prioritization

Instructions

Step 1: Identify the Job Context

• "What situation triggers the user to seek a solution?"
• "What progress are they trying to make?"
• "What are they trying to move away from?"

Step 2: Uncover Functional Jobs

• "What is the user trying to accomplish practically?"
• "What tasks must be completed?"
• "What would success look like?"

Step 3: Uncover Emotional Jobs

• "How does the user want to feel during/after?"
• "What emotions does the current solution evoke?"
• "What would make them feel successful?"

Step 4: Uncover Social Jobs

• "How do they want to be perceived by others?"
• "What social status is attached to the job?"
• "Who will see them using the solution?"

Step 5: Map the Job Process

For each step in the job map:

• What is the user trying to do?
• What frustrations exist?
• What workarounds do they use?
• How do we help?

Step 6: Identify Underserved Jobs

• Which jobs are important but poorly served?
• Which are overserved (opportunity to simplify)?
• Which have no good solution today?

Step 7: Generate Report

File path: 02-reports/[YYYYMMDD]-jtbd-analysis-v0.md

Output Specifications

• File Naming: [YYYYMMDD]-jtbd-analysis-v0.md
• Location: 02-reports/
• Template: references/jtbd-template.md

Related Skills

• niopd-ur-personas: User segmentation
• niopd-ur-kano: Feature categorization
• niopd-pd-stories: User story creation
• niopd-bs-new-initiative: Initiative from JTBD insights