{"id":5924,"date":"2021-05-26T00:30:00","date_gmt":"2021-05-25T22:30:00","guid":{"rendered":"https:\/\/oberwasser-consulting.de\/the-job-to-be-done-jtbd\/"},"modified":"2026-08-10T18:27:09","modified_gmt":"2026-08-10T16:27:09","slug":"the-job-to-be-done-jtbd","status":"publish","type":"post","link":"https:\/\/oberwasser-consulting.de\/en\/the-job-to-be-done-jtbd\/","title":{"rendered":"The Job to Be Done \u2013 JTBD"},"content":{"rendered":"<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Keyvisual-JTBD_.005.jpg.001-min-1024x576.jpeg\" alt=\"Jobs to Be Done Definition\" class=\"wp-image-2996\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Keyvisual-JTBD_.005.jpg.001-min-1024x576.jpeg 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Keyvisual-JTBD_.005.jpg.001-min-300x169.jpeg 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Keyvisual-JTBD_.005.jpg.001-min-768x432.jpeg 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Keyvisual-JTBD_.005.jpg.001-min-1536x864.jpeg 1536w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/Keyvisual-JTBD_.005.jpg.001-min.jpeg 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-was-ist-ein-jtbd\">What is a JTBD? <\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A Job to Be Done, or customer job, describes how people want to make progress in specific situations &#8211; whether business or personal.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-background wp-element-button\" href=\"tel:+4922116903859\" style=\"background-color:#0376a8\">What do you think about it? Leave us your comment on our voicemail +49 221 16903859<\/a><\/div>\n<\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-uberall-zu-horen-wo-es-podcasts-gibt\">Listen everywhere there are podcasts:<\/h3>\n\n\n\n<a href=\"https:\/\/podcasts.apple.com\/de\/podcast\/was-ist-ein-job-to-be-done-jtbd\/id1354901024?i=1000522034342\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-93 size-full\" src=\"http:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2019\/06\/listen-on-apple-podcast.png\" alt=\"\" width=\"171\" height=\"41\"><\/a><a href=\"https:\/\/open.spotify.com\/episode\/6cUB6KqS1tmzFraMmmJ41J\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-97 size-full\" src=\"http:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2019\/06\/listen-on-spotify.png\" alt=\"\" width=\"113\" height=\"41\"><\/a><a href=\"https:\/\/music.amazon.de\/podcasts\/36a59982-0937-4626-ac17-2e8980dd70b0\/episodes\/79493d0a-5335-467b-bc7b-a0d745c8d02c\/innovate-upgrade-was-ist-ein-job-to-be-done\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2932\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/ListenOn_AmazonMusic_button_Black_RGB_5X_DE-300x73.png\" alt=\"\" width=\"168\" height=\"41\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/ListenOn_AmazonMusic_button_Black_RGB_5X_DE-300x73.png 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/ListenOn_AmazonMusic_button_Black_RGB_5X_DE-768x187.png 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/ListenOn_AmazonMusic_button_Black_RGB_5X_DE.png 826w\" sizes=\"auto, (max-width: 168px) 100vw, 168px\" \/><\/a><a href=\"https:\/\/podcasts.google.com\/feed\/aHR0cHM6Ly96dW04cnkucG9kY2FzdGVyLmRlL29iZXJ3YXNzZXIucnNz\/episode\/cG9kLTgxNzVlNDIzMGQ2NDE4MThkMzllNmQwN2Vh?sa=X&amp;ved=0CAgQuIEEahgKEwiA7r_Vj738AhUAAAAAHQAAAAAQwwE\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2934\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x-300x76.png\" alt=\"jobs to be done podcast\" width=\"162\" height=\"41\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x-300x76.png 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x-1024x259.png 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x-768x195.png 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/DE_Google_Podcasts_Badge_8x.png 1200w\" sizes=\"auto, (max-width: 162px) 100vw, 162px\" \/><\/a>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Listen directly to I+U Season 2 Episode 016 (German language) here<\/strong><\/p>\n\n\n\n<iframe src=\"https:\/\/embed.podcasts.apple.com\/us\/podcast\/was-ist-ein-job-to-be-done\/id1354901024?i=1000522034342&amp;itsct=podcast_box_player&amp;itscg=30200&amp;theme=auto\" height=\"175px\" frameborder=\"0\" sandbox=\"allow-forms allow-popups allow-same-origin allow-scripts allow-top-navigation-by-user-activation\" allow=\"autoplay *; encrypted-media *;\" style=\"width: 100%; max-width: 660px; overflow: hidden; border-top-left-radius: 10px; border-top-right-radius: 10px; border-bottom-right-radius: 10px; border-bottom-left-radius: 10px; background-color: transparent;\"><\/iframe>\n\n\n\n<p class=\"wp-block-paragraph\">00:00:00 Intro<br>00:00:47 JTBD Definition<br>00:01:05 Job Examples<br>00:01:53 Good JTBD Descriptions<br>00:02:52 Overcome the Problem Solution Gap<br>00:03:48 Get out<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-einen-bohrer-beauftragen\">Hiring a drill?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Good examples of such JTBD might be: help me get a hole in the wall; or help me hang a picture; or help me live more nicely; or help me be considered a good DIYer and so on.<br>For all these JTBD I could hire a drill to do it completely or at least make some progress. But I could just as easily have hired something else entirely.<br>So jobs can have functional, emotional or social dimensions.<\/p>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\"><div class=\"wp-block-media-text__content\">\n<p class=\"wp-block-paragraph\" style=\"font-size:22px\"><em>Jobs have functional, emotional and social dimensions<\/em><\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"771\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD_Dimension-1024x771.jpg\" alt=\"Functional, Social and Emotional Dimensions of a JTBD or Job to Be Done\" class=\"wp-image-3013 size-full\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD_Dimension-1024x771.jpg 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD_Dimension-300x226.jpg 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD_Dimension-768x578.jpg 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD_Dimension-1536x1157.jpg 1536w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD_Dimension-2048x1542.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><br>It is important to understand the job and especially the circumstances in which it occurs as precisely as possible. The exact description of a job shows under which conditions people permanently change to new behaviour patterns, solutions, products, services or brands.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-customer-jobs-beschreiben-mit-drei-zentralen-elementen\">Describing customer jobs &#8211; with three central elements<\/h2>\n\n\n\n<div class=\"wp-block-media-text alignwide is-stacked-on-mobile\" style=\"grid-template-columns:42% auto\"><figure class=\"wp-block-media-text__media\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD_Elements_4x4-1024x1024.jpg\" alt=\"\" class=\"wp-image-3119 size-full\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD_Elements_4x4-1024x1024.jpg 1024w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD_Elements_4x4-300x300.jpg 300w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD_Elements_4x4-150x150.jpg 150w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD_Elements_4x4-768x768.jpg 768w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD_Elements_4x4.jpg 1080w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure><div class=\"wp-block-media-text__content\">\n<p class=\"wp-block-paragraph\" style=\"font-size:22px\"><em>Three elements always belong to an accurate description, which is particularly good to work with: <a href=\"https:\/\/oberwasser-consulting.de\/en\/trigger-events-jtbd-progress-cycle\/\">events<\/a>, <a href=\"https:\/\/oberwasser-consulting.de\/en\/forces-in-the-jobs-to-be-done-model\/\">forces<\/a> and limiting context.<\/em><\/p>\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-den-job-to-be-done-genau-beschreiben\">Describe the Job to Be Done accurately<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/oberwasser-consulting.de\/en\/trigger-events-jtbd-progress-cycle\/\">Events<\/a> are usually divided into up to 5 different categories, forces into up to 8, limiting context into up to 3 categories.<br>So that it does not become too complex, the rule of thumb applies here too: as much as necessary, as little as possible.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-das-ganze-bild-sehen-und-verstehen-jtbd-canvas\">See and understand the whole picture: JTBD Canvas<\/h3>\n\n\n\n<div class=\"wp-block-media-text alignwide has-media-on-the-right is-stacked-on-mobile\"><div class=\"wp-block-media-text__content\">\n<p class=\"wp-block-paragraph\" style=\"font-size:23px\"><em>Helps you describe client jobs as simply as possible and as accurately as necessary: <strong>The Wheel of Progress Canvas<\/strong><\/em><\/p>\n<\/div><figure class=\"wp-block-media-text__media\"><a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-free-tools\/\"><img loading=\"lazy\" decoding=\"async\" width=\"721\" height=\"515\" src=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD-Canvas-wheel-of-progress.jpg\" alt=\"jobs to be done Auswertung canvas\" class=\"wp-image-3017 size-full\" srcset=\"https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD-Canvas-wheel-of-progress.jpg 721w, https:\/\/oberwasser-consulting.de\/wp-content\/uploads\/2021\/05\/JTBD-Canvas-wheel-of-progress-300x214.jpg 300w\" sizes=\"auto, (max-width: 721px) 100vw, 721px\" \/><\/a><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-die-jobs-brille\">The Jobs Glasses<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The perspective of the Jobs glasses helps to break down <strong>the invisible wall<\/strong> between the supplier perspective and the customer perspective, to make the <strong>problem-solution gap<\/strong> a little more surmountable, which is the reason why a high multi-digit percentage of all innovations fail. In future, ask yourself more often: For which job did you actually commission a certain product? Or for which job your customers hire your product&#8230;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-weitere-episoden-dazu-direkt-hier\">More episodes on this right here<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/oberwasser-consulting.de\/podcast003\/\">In episode 03 of the first season we discuss the JTBD theory in detail<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/oberwasser-consulting.de\/betriebliche-marktforschung-mit-jobs-to-be-done\/\">In this episode, Sonja Knab from Burda Forward talks about JTBD in corporate market research.<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/oberwasser-consulting.de\/en\/better-implementing\/\">Episode 40 of the first season is about the successful implementation of JTBD.<\/a> <\/li>\n\n\n\n<li><a href=\"https:\/\/oberwasser-consulting.de\/jtbd-und-chaos-engineering\/\">Here Nils Wloka reports on his practical experience with Jobs to be Done and The Wheel of Progress in the development of new products. <\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/oberwasser-consulting.de\/praxistalk-mit-mr-kundenbrille\/\">Peter Rochel gives an introduction to the JTBD mindset, language and methodology in this free video for the portal Meine Kundenbrille.<\/a><\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Here is the complete transcript of the podcast episode<\/h3>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What exactly is a job to be done?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, the term alone is a bit confusing, to clarify a bit here in advance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The terms used are <strong>job<\/strong>, <strong>customer job<\/strong>, <strong>progress<\/strong>, <strong>JTBD<\/strong> or <strong>job to be done<\/strong> or <strong>jobs to be done.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When I speak of one of these terms here and now, I always mean a job to be done in the sense of the <strong><a href=\"https:\/\/oberwasser-consulting.de\/ueber\/die-jobs-to-be-done-theorie\/\">Jobs to Be Done theory<\/a><\/strong> and nothing else.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Well, a Job to Be Done, what is that anyway?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Job to Be Done describes how people want to make <strong>progress<\/strong> in concrete situations and it doesn&#8217;t matter whether it&#8217;s business or personal.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Good examples of such a Job to Be Done could be: <strong>Help me to<\/strong> get a hole in the wall or help me to <strong>hang a picture<\/strong> or help me to <strong>live nicer<\/strong> or help me to <strong>be considered a good handyman<\/strong> and so on.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So you see, jobs in this sense can have functional, emotional or social <strong>dimensions<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For all these jobs or Jobs to Be Done, I could hire a <strong>drill<\/strong> to do it, the job, completely or at least make some <strong>progress<\/strong> on it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aber ich h\u00e4tte genauso gut etwas ganz anderes einstellen k\u00f6nnen.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This means that <strong>jobs<\/strong> always have different <strong>solutions<\/strong> and each product can do different jobs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is important to understand the job and, above all, the <strong>circumstances<\/strong> in which it arises, as precisely as possible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Because a precise description of this job shows you exactly under which <strong>conditions<\/strong> people permanently <strong>change<\/strong> to new behaviour patterns, solutions, <strong>products<\/strong>, services or brands.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For such a precise description of a Job to Be Done, which is particularly good to work with, there are always <strong>three<\/strong> <strong>elements<\/strong>, namely <strong>events<\/strong>, <strong>forces<\/strong> and limiting <strong>context<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Events can usually be <strong>divided<\/strong> into up to five different <strong>categories<\/strong>, forces into up to eight categories and limiting context into up to three.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here, too, as with all things, so that it doesn&#8217;t get too complex, the rule of thumb is as much as necessary, as little as possible.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Job descriptions, for example, can be presented particularly well on a <strong>canvas<\/strong> such as <a href=\"https:\/\/oberwasser-consulting.de\/en\/jobs-to-be-done-free-tools\/\"><strong>The Wheel of Progress<\/strong><\/a> .<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Well, what&#8217;s the point of all this?<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The <strong>Jobs to Be Done<\/strong> <strong>perspective<\/strong> alone helps you break down that invisible wall between the provider perspective and the customer perspective.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So, making the <strong>problem-solution gap<\/strong> a little more surmountable, because that is <strong>responsible<\/strong> for a high multi-digit percentage of all innovations <strong>failing<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So just put on these job <strong><a href=\"https:\/\/oberwasser-consulting.de\/praxistalk-mit-mr-kundenbrille\/\">glasses<\/a><\/strong> in your mind in the future and ask yourself for which job you actually commissioned a certain product that you are currently using, or even better, ask yourself for which job my customers commissioned it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And that alone helps you to make the problem or so-called problem-solution gap a little more surmountable, namely that things are built that are <strong>solutions<\/strong> to problems that no human being has.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Well, and that&#8217;s all for today.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can learn more about the jobs to be done theory in episode 3 of the first season, where I discuss the topic together with Eckhart B\u00f6hme.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you have any questions about the topic or need help, feel free to contact me or listen to how, for example, the implementation of jobs to be done can look in a research management.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you liked it, I&#8217;d be delighted if you gave it a few stars in the rating, for example on Apple Podcast.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Otherwise, sunny greetings and I hope to hear from you soon.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>The Wheel of Progress\u00ae was developed in 2019 by Eckhart B\u00f6hme and Peter Rochel. The name is a registered word mark held by Eckhart B\u00f6hme in Germany and the European Union.<\/em><\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>Podcast Short Episode (German language)- What is a Job to Be Done? Peter Rochel explains in 4 minutes what a JTBD is, how to describe it, which elements belong to it and why you need it. <\/p>\n","protected":false},"author":2,"featured_media":2997,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_meta-robots-noindex":"1","_yoast_wpseo_canonical":"","_yoast_wpseo_opengraph-image":"","_yoast_wpseo_opengraph-image-id":"","footnotes":""},"categories":[1403],"tags":[1295,1405],"class_list":["post-5924","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcast-innovateupgrade","tag-jtbd-en-2","tag-shot-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v28.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Job to Be Done \u2013 JTBD &#8226; Oberwasser Consulting<\/title>\n<meta name=\"description\" content=\"In this article, learn more about the jobs to be done theory and how it can help you better understand the needs of your customers. 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