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The jobs-to-be-done theory (JTBD) has gained significant influence on innovation management, product development and customer-centric corporate strategies in recent years. But what exactly is behind the method, and how did it originally come about? In this article, we highlight the beginnings, key figures and decisive moments that led to the development of JTBD theory.
The jobs-to-be-done theory is an approach based on deeply understanding customer needs. The focus is not on the product or service, but on the actual “job” that a customer wants to do – i.e. the task or need behind the purchase decision.
Bob Moesta, one of the central developers of the jobs-to-be-done theory, explains that his early experiences in Japan had a significant impact on the development of the JTBD method. While working in Japan in the late 1980s, Moesta learned that product development should not only solve problems, but must first understand the underlying function. Otherwise, new problems constantly arise (“whack-a-mole problem”).
One example of this was the functioning of a timing belt: ‘The job of a timing belt is not to prevent wear or noise. Its job is to efficiently transfer energy from the engine to the camshaft. If you understand the function properly, the problems disappear by themselves,’ explains Moesta in the podcast episode with Peter Rochel.
In the early 1990s, Bob Moesta transferred this thinking to customer expectations and needs. Together with Clayton Christensen, Rick Pedi and Julia Wesson, he formed the first ideas for the Jobs-to-Be-Done theory at Harvard Business School. The term ‘Jobs to Be Done’ was coined to describe why customers really buy products: to make specific progress in their lives.
At the same time, Tony Ulwick independently developed a similar method known as Outcome-Driven Innovation (ODI). While Moesta and Christensen saw the JTBD method in a more qualitative and explorative context, Ulwick focussed more on quantifiable results and clear customer needs analyses using systematic methods such as Quality Function Deployment (QFD).
The JTBD theory became widely known through the so-called ‘Milkshake Story’ (1995/96). Bob Moesta and his team were tasked with finding ways to increase sales in fast food restaurants. They realised that many customers bought milkshakes in the morning, not because they wanted a milkshake, but because it made their journey to work more pleasant. The milkshake therefore fulfilled the ‘job’ of combating boredom and hunger during the car journey. This realisation led to innovations such as breakfast smoothies, which are now standard products.
Although the management at the time was initially sceptical, the realisation prevailed in the long term: Today, smoothies are among the most popular products in the fast food industry.
The JTBD theory was further developed by Clayton Christensen and today differentiates between three types of innovation:
The power of the JTBD method lies above all in better anticipating and developing disruptive and market-shaping innovations, as they fulfil real, often unspoken needs.
The practical application focuses on JTBD interviews, which provide qualitative data. Qualitative interviews are essential because they reveal the actual social, emotional and functional motivations of customers. Big data and AI can recognize patterns, but cannot adequately map the complex emotional landscape of customer interactions.
The JTBD theory has undergone enormous development since its beginnings and is now a key technique in customer-centric innovation processes. Companies such as Oberwasser Consulting successfully use this method to gain in-depth customer insights and develop innovative products that are really needed on the market.
The origins of the Jobs-to-Be-Done theory are deeply rooted in a precise, functional way of thinking in Japanese product development. Bob Moesta, Clayton Christensen and others have used this to create one of the most successful innovation methods that is now used worldwide for customer-centred product development.
Would you like to find out more about how the JTBD method can be used in your company? Contact us at Oberwasser Consulting. Together we will develop solutions that your customers really want. How about a JTBD Customer Insights Sprint? Which we offer together with UTXO Solutions. Find out more here.
8. October 2023
Discover the channel phase model developed by Peter Rochel to get the most out of your jobs-to-be-done research and optimally align your product or business model with customer needs.
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Read post3. October 2023
Innovation Strategies for Competitive Advantage: JTBD Workshop
At a time when companies need to constantly reinvent themselves to remain competitive, Oberwasser Consulting and UTXO Solutions jointly launch their latest live online workshop: “Mastering Jobs To Be Done (JTBD) Innovation Framework”.
This training is aimed at decision-makers, product managers, developers and other specialists in product development. It offers efficient methods and frameworks for all those who want to secure their company’s innovative edge. For the first time since 2020, Oberwasser Consulting’s complete JTBD Innovation Framework is again available in a format accessible to all and not just as an exclusive in-house offering
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Read postAre you looking for an effective method for customer research and innovation management? Then the Wheel of Progress® is just right for you. In our latest podcast episode, Katharina Weigert and Peter Rochel talk about the versatile applications of this revolutionary framework.
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Read post30. September 2023
Innovation & Strategic Development: A Comprehensive Guide to Corporate Success -Delve into the myriad facets of innovation and strategic development, exploring their indispensable roles in achieving sustainable corporate success. Gain insights from the experts at Oberwasser Consulting and learn how to integrate innovative strategies to stay ahead in today’s dynamic market.
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Read post25. March 2023
The Jobs-to-Be-Done (JTBD) method is a powerful tool to drive innovation and transformation in organisations. A crucial success factor for JTBD projects is well-conducted interviews with the right candidates. In this article we will give you tips and tricks on how to find the right interview candidates for your JTBD interviews and how to prepare them optimally.
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Read post3. March 2023
In the contemporary economic landscape, a fierce competition prevails, and it has become imperative for businesses to continuously enhance their offerings, be it products, services or even their business models, to stay relevant and competitive. To create a prosperous product or service, it’s crucial to comprehend the demands and prerequisites of our patrons. Achieving a deep understanding of our customers’ needs will allow us to cater to their requirements effectively and build long-lasting relationships with them. By taking the time to study their wants and pain points, we can develop solutions that are not only efficient but also exceed their expectations. Ultimately, this approach can lead to increased customer satisfaction, loyalty, and business growth. A proficient approach to fulfilling these necessities is by implementing the Jobs-to-be-Done (JTBD) methodology. This piece of writing aims to elucidate the concept of the JTBD methodology and provide guidance on its effective implementation.
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Read post26. June 2022
In this JTBD podcast shot, Peter Rochel explains how you can safely get the best participants for your JTBD interviews in 3 steps. He shows what exactly needs to be considered and reveals valuable tips and tricks that will save you time, nerves and money – regardless of whether you want to recruit the guests yourself or hire an agency to do it for you.
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Read post26. May 2021
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.
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Read post15. June 2020
This post is also available in: Deutsch (German)Great idea! (we don’t do either) Wheel of Progress, Jobs to Be Done, agile working, Design Thinking , Business Model Canvas and, and and… are certainly all ingenious methods and excellent tools. In practice, the rapid and secure introduction of tools and methods is particularly difficult. Often good […]
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Read postThis post is also available in: Deutsch (German)Validity of facts without alternatives How do you prove qualitative results? Those who have identified the Jobs to Be Done, be it to improve products or even to initiate a new direction for the company, must be absolutely certain. A typical challenge of qualitative market research and with […]
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Read postThis post is also available in: Deutsch (German)Is demystification and a simpler picture coming from the JTBD? Eckhart Böhme and Peter Rochel report on the latest developments and a new JTBD model that they are currently developing. The two have developed a new model that integrates the existing models. It should also be both a […]
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Read postIs this disruptive, market-creating, or irrelevant? How do customers see your next feature, product, or marketing idea? Next big thing or irrelevant, that’s the question that will be the issue at our next Meetup in Cologne.
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Read postThis post is also available in: Deutsch (German)On 08.01.2020 we continue, this time as a guest at wework. In this meetup we first refresh the JTBD basics. Then we deal with the Jobs to Be Done evaluation canvas “Wheel of Progress®”. Alexander Moths and Peter Rochel play through the application with you using a real […]
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Read postThis post is also available in: Deutsch (German)No customer job = No innovation In this podcast episode, Peter Rochel talks to Bob Moesta, one of the main architects of Jobs to Be Done Theory. In addition to some JTBD history, it is about the real world practice in the development of sustaining-, efficiency-, or market-creating […]
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