So unless you understand the job that your product is being hired to do, you may struggle to sell it.Īs management guru Peter Drucker said “The customer rarely buys what the business thinks it sells.” Then they “hire” services, companies and products to do those jobs for them.įor example, a lot of people “hire” McDonalds milkshakes to stop them getting bored on their morning drive into work. JTBD says that people buy things – software, gym memberships – to do specific jobs for themselves. Jobs to Be Done (JTBD) is a process that helps you understand what customers and potential customers want to achieve, so you understand why they might buy your product. Related: 11 Must-Follow Rules for B2B Email Introductions What Is Jobs to Be Done? If you don’t understand why they buy, then you need help. If not, you don’t fully understand the reasons why they’re buying. You think you know exactly what they’re thinking and feeling. Unfortunately, the same thing is happening to your customers.
Of course you have, and it can feel maddening. Have you ever been misunderstood? Even in a time when you were 1,000% sure you explained yourself clearly?
