Jobs to be Done - JTBD

with Joe Leech


Jobs to be Done (JTBD) is both a process and a toolkit for putting the customers and their needs (aka jobs) at the centre of your decision-making process. It comes from the business world so is C-suite friendly as well as complimenting other user centred design approaches.

Perhaps you’ve read a blog post, seen a conference talk about JTBD, or just want to know what the fuss is about; this module will give you an overview of JTBD, when and how to use it, and tips and tricks for getting started right away.

What you'll learn

  • Framing the problem, not the solution, using JTBD
  • Defining the jobs your customer has (job stories)
  • Prioritising the jobs (opportunity matrix)
  • The events and phases the customer goes through when selecting your product (jobs timeline)
  • How to get customers to switch from a competitor’s product to yours (the Four Forces of JTBD)

What we Cover

  • 1

    Welcome to Jobs to be Done (JTBD)

    • Learning Objectives

    • A Message from Joe

    • Activities: Applying the learning

    • Further Reading and Resources

  • 2

    Understanding Jobs to be Done (JTBD)

    • An Introduction to JTBD

    • Hiring & Firing

    • Activity: Hiring & Firing

    • Answers: Hiring & Firing Activity

    • Reflect: Hiring and Firing

    • Who (or what) is your competition?

    • Reflect: Who are you real competitors?

    • 5 Whys

    • Activity / Reflection: Ladder Exercise

    • JTBD - Two Schools of Thought

  • 3

    The JTBD Toolkit

    • Adding to your toolkit

    • Job Stories

    • Functional vs. Emotional vs. Social Job Stories

    • Activity: Job Stories

    • Four Forces of Competition

    • Activity: Four Forces

    • Four Forces Activity Review

    • The Jobs to be Done Timeline

    • Activity: JTBD Timeline

    • Reflect: Where are there gaps in your process?

  • 4

    Prioritising with Jobs to be Done

    • Using Jobs to be Done for Prioritisation

    • Prioritising JTBD

    • Using JTBD with other Prioritisation Frameworks

    • Jobs to be Done In Action

    • Final Note: The Strengths & Weaknesses of JBTD

  • 5


    • Additional Reading Links

    • More from Joe Leech

    • Downloads: Frameworks and Slides

Meet Your Instructor

Product / Start-up Coach, Author & Keynote Speaker

Joe Leech

Joe Leech coaches leaders and founders to shape the organisation, the process, the team (and themselves along the way) to create world-leading, user-focused, tech products and services. With a background in psychology (BSc Neuroscience, MSc Human Communication and Computing) and the author of the book Psychology for Designers he helps companies do the right things, in the right order, for the right reasons. He has worked with, Alfresco, MoneySuperMarket, MoMA NYC, Disney, Raspberry Pi, eBay, Marriott, Trainline, giffgaff, and many scale-ups and start-ups over the last 15 years and is currently working with high growth start-ups and scale-ups in B2B, SaaS, e-commerce #legaltech and #fintech.