Do you know who your target customer is? Believe it or not, figuring it out is not as simple as you think. Because most companies define their target customer too narrowly or incorrectly altogether, they often miss out on a large chunk of potential business.
The jobs-to-be-done (JTBD) framework can help you identify your target customer more accurately. JTBD is a simple yet powerful way to think about customers and their needs. It helps you see beyond demographics and focus on what customers are actually trying to achieve.
What is Jobs-to-Be-Done?
The jobs-to-be-done framework is a way of thinking about customers and their needs. It helps you see beyond demographics and focus on what customers are actually trying to achieve.
JTBD was developed and introduced by Clayton Christensen, who is best known for his theory of disruptive innovation. Christensen’s research showed that successful companies don’t just identify their target customer and then try to figure out what they need. Instead, they start by figuring out what job the customer is trying to get done and then find a way to help them do it better than anyone else.
The jobs-to-be-done framework has been used in a variety of industries, from manufacturing to retail to software development. It can be applied to any type of business, and it’s a great way to get started with customer segmentation.
How the Jobs-to-Be-Done Framework Works
The jobs-to-be-done framework is based on three simple principles:
- Customers don’t buy products or services; they buy outcomes.
- Products and services are means to an end, not the end itself.
- There is always a job to be done; there is never just a product or service.
In other words, the framework begins by targeting customers who will hire your product or service to do a job for them. It’s not about the product or service itself; it’s about the outcome that the customer is trying to achieve.
Jobs-to-Be-Done in Practice
When identifying your target customer through a jobs-to-be-done lens, you begin by thinking about the different types of jobs that your product or service can help with.
For example, Uber is often used to get from point A to point B. But that’s not the only job that Uber can do. It can also be used for other jobs, like getting around a city when you don’t have a car, or getting home safely after a night out. Furthermore, Uber’s customers want to get this job done quickly and efficiently.
Once you’ve identified the different jobs that your product or service can help with, you need to figure out who is trying to do those jobs. This can be done by looking at demographics like age, gender, income, and location. But it’s important to go beyond demographics and think about what the customer is actually trying to achieve.
In the case of Uber, their target market was those who wanted to get around without needing to call a taxi or use public transportation. By understanding what it was that their customers needed to be done, they could develop a product and marketing strategy that was tailored to their needs. The end result is a desirable outcome for the customer
The jobs-to-be-done framework is a great way to get started with customer segmentation. It can help you target customers who are actually trying to achieve something, rather than those who just happen to fit your product or service. Once you’ve identified your target customer, it’s much easier to develop a product or marketing strategy that is tailored to their needs.
If you’re looking for a more accurate way to identify your target customer, the jobs-to-be-done framework is a great place to start. It’s simple yet powerful, and it can help you see beyond demographics and focus on what customers are actually trying to achieve.
For more information on the jobs-to-be-done framework, click here: strategyn.com/jobs-to-be-done/
