This document is a WIP around the best way to write down a JTBD.
Job To Be Done spec (circumstance/situation based market segmentation):
- Rough job outline
- Situational context
- Emotional part of job
- Social part of job
- Functional part of job
If done properly a job spec can be turned verbatim into a sales pitch (and visa-versa).
More detail:
Rough job outline
After the user has finished telling you about their solution to their problem, dig a little deeper to find out what the core problem is. The 5 why’s will do the trick, but remember, each level of why has information contained within it. Don’t rush to the 5th why, otherwise you will lose information you need for the sections below.
Situational context
Where were you when you made the decision to embark on the job? Were you alone? At home? Is price sensitivity an issue? You are looking for external and internal triggers that cause the emergence of a job to be done — so you know where to find your potential customers, and what state they are in.
Emotional spec
This is deeply personal. This is the why you want that section. It doesn’t matter what the job is, there is always a why, a belief, an imagined world where things are better, bridged by your product. This part of the spec only involves your emotion, your want.
Social spec
If you like responsibly source things, then walking round in a t-shirt made from carefully sourced cotton will make you feel good. Doubly so if it says this in giant letters so everybody else knows what you believe.
Functional spec
This part of the spec is all about the low level machinery. I don’t go to the gym because I like treadmills, but using a treadmill makes you more fit, and that has an intrinsic value. I am collecting fitness. You have to beware though, selling a product on functionality alone might make you a commodity.
A job has a varying level of importance in all three categories, for example:
I’m hungry and want a snack — this job has a high functional value (the food), low social value (maybe organic ingredients to show off), and an intrinsic emotional value (you need to eat).
I want to look good so I buy expensive clothes — this job has a low functional value (a shirt is a shirt), higher social value (a big brand name shows off wealth), and a very high emotional value (I’m trying to impress).
