5 Key Points to Master the Jobs-to-be-Done Framework in Product Management

Zigmars Rozentals
3 min readJun 9, 2023

In this article, we’ll delve into an framework that will revolutionize your approach to product development — the Jobs-to-be-Done (JTBD) framework.

By understanding the five key points of this framework, you can elevate your product management career and create solutions that truly resonate with your customers. Let’s dive in!

Brief Overview of the Jobs-to-be-Done Framework

The Jobs-to-be-Done (JTBD) framework is a powerful tool that shifts our focus from products to the underlying motivations and needs of our customers. By identifying the specific jobs customers want to accomplish, we can develop products that fulfill those needs. Now, let’s explore the five key points of the JTBD framework.

Point 1: Identifying Customer Jobs

The first step in the JTBD framework is to identify the specific jobs customers are trying to get done. For example, if a customer wants to buy a new car, the job they’re trying to accomplish might be “reliable and convenient transportation.” By understanding the core job, we can develop products that directly address that need.

Point 2: Understanding Customer Motivations

Once we identify the customer’s job, it’s crucial to understand their motivations. Using the car example, some customers may prioritize reliability, while others value fuel efficiency or luxury. By understanding these motivations, we can tailor our products and messaging to address their specific desires and create compelling solutions.

Point 3: Analyzing Customer Constraints

Customers face constraints that influence their choices, such as budgetary, time-related, or psychological constraints. Continuing with the car example, a customer considering a new car might have a budget constraint. By recognizing and addressing these constraints, we can design products that align with their reality and offer optimal solutions.

Point 4: Uncovering Unmet Needs

The JTBD framework enables us to uncover unmet needs that customers might not even…

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