There are nine tenets that underpin the Jobs-to-be-Done theory. In 1999, he introduced ODI to Harvard professor Clayton Christensen, who popularized the theory in his book, “ The Innovator’s Solution” and labeled the theory as Jobs-to-be-Done.īetween the work of Ulwick and Christensen, the Jobs-to-be-Done theory has proven to be an extremely effective tool when building products and services for customers. Ulwick has applied this philosophy to help companies deliver amazing successes through a process called outcome-driven innovation (ODI). To gain deep insight into the customer’s needs, he posited, companies should stop focusing on the product or the customer and instead seek to understand what the customer is trying to achieve using that product or service. Ulwick believed that companies needed a scientific way to innovate. Invented by Tony Ulwick when he founded his company Strategyn, the Jobs-to-be-Done framework dates back to 1991. History of the Jobs-to-be-Done frameworkĪlthough product management is a relatively new practice, it often builds on tools and techniques that have been around for a while. While, on the surface, the customer may want to know the current value of the investment, what they needed to do was to get that number, understand any changes, and communicate it in a variety of formats. So, if they have placed a client’s money with us, the job they are doing is providing ongoing service to that customer, which may include conducting regular reviews on how the investment is performing, answering ad-hoc questions, and more. The main customer of Octopus Investments is a financial adviser who works with clients to understand their financial goals and advise on strategies to achieve them. The core principle of the Jobs-to-be-Done framework is as follows: to create a product or service that your customer wants, you need to understand what they’re trying to do with it.Īs the saying goes, no one wants a quarter-inch drill bit they want a quarter-inch hole.įor example, the portal I was tasked to build would allow the customers of Octopus Investments to manage their investments online, but I knew that was too simplistic for some customers. What is the Jobs-to-be-Done (JTBD) framework? Customers want a single place to complete their jobs.Customers want to get their job done better and/or more cheaply.Understanding the job to be done makes marketing more effective and innovation more predictable.Success comes from making the job the unit of analysis.Jobs have a functional, social, and emotional component.History of the Jobs-to-be-Done framework.What is the Jobs-to-be-Done (JTBD) framework?.At the core of this framework is a really simple concept that helps drive all of your product development. The Jobs-to-be-Done framework was at the top of my list. My first step was to decide how to approach it. The idea was for the portal to function as a single hub where all our customers could manage their investments online - an awesome opportunity, but a big challenge. Just as I was returning to my job at Octopus Investments after maternity leave, I was asked to lead the creation of a new portal for our customers. What is the Jobs-to-be-Done framework? Examples and overview Emma Burt Follow Helping product teams to succeed through consultancy and training.
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