Jobs to be Done

Overview

What if the key to understanding customer needs wasn't what they buy, but why they buy it? The Jobs to be Done framework reveals that people don't buy products to own them, they buy them to get a job done. It shifts the focus from the product itself to the underlying motivations and challenges customers face. Visualized as a pyramid, it layers the job at the top, followed by the functional and emotional benefits, and finally the product or solution. By applying this model, businesses can uncover unmet needs and innovate more effectively. In just a few seconds, you've seen how this powerful framework transforms how we think about customers and innovation.