Start with the video below to get an initial idea of what a ‘job to be done’ is.

To address the most important needs of a customer understanding their „jobs to be done“ is crucial. The concept by the Harvard Professor Clayton Christensen helps to better understand what the customer wants to be addressed in a specific situation or context and what his expected impact of a solution would be. Jobs can be functional (e.g. speeding up the production process) but also emotional (e.g. feeling valued as an expert).


  • The JTBD Canvas will help you figure out the jobs to be done relevant to your venture
  • The JTBD Homepage will supply you with more resources if you are interested in digging deeper into the world of JTBD