June 18th, 2015
11:30am – 1:00pm
Eastman’s Toy F Reid Center (map)
Free for members, $25 for non-members and $10 for students.
You must RSVP with club president Christian Schmid (email@example.com) if you plan to attend as a member or non-member
What Is Jobs-To-Be-Done Theory?
I start with the person I most associate with this notion, Clayton Christensen, author of The Innovator’s Dilemma. From this 2006 article on HBS Working Knowledge (
With few exceptions, every job people need or want to do has a social, a functional, and an emotional dimension. If marketers understand each of these dimensions, then they can design a product that’s precisely targeted to the job. In other words, the job, not the customer, is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy.
The usage/consumption of a product has a tangible, features orientation of course. That’s the easiest way to think about why people buy your product.
But the “job-to-be-done” approach goes beyond that. It plumbs the deeper motivations surrounding use of your product. Understand that, and you can design products that attach themselves more closely to satisfying customers’ needs.
How do we apply this theory to Marketing?
As marketers we’re used to thinking in a series of attributes. Customers fit certain demographic profiles. Product are trumpeted for their new formula or how they taste better. But customers don’t buy products because of an abstract series of attributes; they buy them to solve a specific job. Jobs-To-Be-Done theory helps us determine how to create or position a product by looking at what job a customer might hire it to do.
In this talk, Brant will give an overview of JTBD theory, explain how to determine a Job-to-be-Done, and teach you how marketing can be positioned around the Job instead of product attributes.
Brant DeBow is a writer on themobilesurge.com, a featured blogger on Wired, and has been quoted in the Wall Street Journal, Mashable, and Software Development Times. A thought leader in the mobile space, his 15+ years of technology and UX experience helps clients build the right solutions for their customers’ problems. Responsible for developing clients’ technical visions, Brant monitors and assesses new technologies that offer clients a competitive advantage in mobile. Brant goes beyond technical expertise uniquely delivering in-depth UX and business solutions for Fortune 1000 brands. As Chief Technology Officer and co-founder of BiTE interactive, he is involved in all aspects of mobile app development, from initial strategy and concept through development, QA and release.