Additional jobs in JTBD framework
Take a look at the two pictures. What's the connection between these two things?
Except that they're both kids’ goods)
Except that they're both kids’ goods)
For me, these are two products that, aside from performing their main jobs, do additional ones.
* In the Jobs To Be Done (JTBD) framework, a job is a task for the product to perform.
Case #1. Every time we tried to put winter mittens on our 2-year-old son, it was a challenge. Little sweaty hands, a thumb that refuses to go to its “house”, battle, irritation, and tears. Suddenly, mittens with a tiny zipper solve not only the main job (to keep hands warm), but also another, my own parent’s job – to make the process smooth and quick.
The product “kills” jobs to persuade, to calm down, to try many times. It definitely saves time and energy.
* In the Jobs To Be Done (JTBD) framework, a job is a task for the product to perform.
Case #1. Every time we tried to put winter mittens on our 2-year-old son, it was a challenge. Little sweaty hands, a thumb that refuses to go to its “house”, battle, irritation, and tears. Suddenly, mittens with a tiny zipper solve not only the main job (to keep hands warm), but also another, my own parent’s job – to make the process smooth and quick.
The product “kills” jobs to persuade, to calm down, to try many times. It definitely saves time and energy.
Case #2. I developed my own method for cleaning the bottle straw, and, boy, it was not the easiest one – sticks, pieces of napkins… And then yesterday, I saw this little bottle brush. For the first time in a year, and after exploring more than a couple of hundreds of bottles. A sense of delight, a sigh of relief… and I am ordering, persistently, even after the first order was cancelled (third picture). The reason is that I WANT a product that will perform both its main job (keep water) and the job that is going next (to quickly and easily clean the bottle, including straw).
Do you know all the jobs your customer has related to your product or alternatives? What does the customer do before using the product? After that? Can you design features that solve before-after tasks? That is what makes a product really strong and competitive.
How to get information about jobs/tasks? Talk to the customers.
You can do that yourself, with your marketers, or I can conduct customer research.
The main thing is to talk to people)
Picture credits – Sprell, Reima
December, 2024
Do you know all the jobs your customer has related to your product or alternatives? What does the customer do before using the product? After that? Can you design features that solve before-after tasks? That is what makes a product really strong and competitive.
How to get information about jobs/tasks? Talk to the customers.
You can do that yourself, with your marketers, or I can conduct customer research.
The main thing is to talk to people)
Picture credits – Sprell, Reima
December, 2024
Maria Jonsson,
Hands-on Product Marketing Manager
Hands-on Product Marketing Manager
Helping small and medium-sized B2B businesses bring more structure to marketing and make better decisions based on real market, customer, competitor, and product insight.
I work across market and customer analysis, positioning and messaging, go-to-market, sales support, and marketing optimisation — combining research with hands-on execution rather than stopping at recommendations.
I strongly believe in data-informed marketing: not messaging, channels, or visuals “because we like them”, but decisions grounded in what is actually happening in the market and what customers need.
Over the years, I’ve worked on 100+ projects, across 80+ products and 55 geographical markets.
I work across market and customer analysis, positioning and messaging, go-to-market, sales support, and marketing optimisation — combining research with hands-on execution rather than stopping at recommendations.
I strongly believe in data-informed marketing: not messaging, channels, or visuals “because we like them”, but decisions grounded in what is actually happening in the market and what customers need.
Over the years, I’ve worked on 100+ projects, across 80+ products and 55 geographical markets.
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