Understand what customers really want.
Uncover unmet needs and make better product and innovation decisions.
Get the complete guideJobs to
Be Done
The Complete Guide
FOR PRODUCT · INNOVATION · STRATEGY · MARKETING TEAMS
Prudential
MotabilityIncremental Group
Warning signs you need Jobs to Be Done
Most teams don't have an ideas problem. They have an unclear view of what customers are actually trying to get done.
Ideas on repeat
The same concepts resurface in every brainstorm.
Roadmap won't sit still
Priorities shift every quarter.
Features that flop
The list keeps growing. Usage does not.
Research that only confirms
Insights validate assumptions, never surprise.
Teams can't agree
Endless debate, no shared sense of value.
Customers defy logic
Customers behave in ways segmentation cannot explain.
Ideas on repeat
The same concepts resurface in every brainstorm.
Research that only confirms
Insights validate assumptions, never surprise.
Roadmap won't sit still
Priorities shift every quarter.
Teams can't agree
Endless debate, no shared sense of value.
Features that flop
The list keeps growing. Usage does not.
Customers defy logic
Customers behave in ways segmentation cannot explain.
You know a lot about customers, but not enough about what drives their choices.
JTBD shifts the lens from who customers are and what they ask for to what they're trying to accomplish, the circumstances they're in and the alternatives they consider.
More data than ever.
Still guessing.
Companies have better data, sharper segmentation and faster experimentation than ever before. None of it explains why a customer chooses one solution over another.
HBR Analytic Services, 2021
Enterprises compile data-rich models that make them masters of description but failures of prediction.
Escape the features trap
Ask customers what they want and they'll describe a better version of what they already have.
Easy to collect. Hard to know which ones matter.
What customers are actually trying to achieve when getting the job done.
Once the job is clear, features become one possible response rather than the starting point.
AI is removing the build bottleneck. It still doesn't tell you what to build.
Customer understanding is worth more now, not less. It's never been easier to move faster in the wrong direction.
Jobs to
Be Done
The Complete Guide
FOR PRODUCT · INNOVATION · STRATEGY · MARKETING TEAMS
The Complete Guide
A 31-page practical guide to JTBD, from first principles to putting it to work.
Fundamentals · Principles · Where JTBD fits · Both approaches
20,000+ downloads
Across leading global enterprises
#1 JTBD template
8,000+ Miro users
We'd read all the JTBD books but couldn't make it work. Mosaic's JTBD series finally bridged theory and practice.