What is a jobs-to-be-done statement?

A jobs-to-be-done statement captures the underlying goal a customer is trying to accomplish using the format: When [situation], I want to [motivation], so I can [expected outcome]. Unlike feature requests or user stories, JTBD statements describe the job independent of any solution. The classic example: When I need to hang a picture, I want to create a hole in the wall, so I can display the art in the right location.

What are the three types of jobs in JTBD?

Jobs-to-be-done has three dimensions. Functional jobs are the practical tasks a customer wants to accomplish. Emotional jobs describe how the customer wants to feel during or after completing the task. Social jobs describe how they want to be perceived by others. Peloton addresses a functional job (exercise at home), an emotional job (feel accomplished and disciplined), and a social job (be seen as health-conscious). Strong products address all three.

How do you identify a job-to-be-done from customer interviews?

In customer interviews, listen for language describing situations (When I..., Every time I need to...) and desired outcomes (so that I can..., what I really want is...). Ask: What triggered you to look for a solution? What were you trying to accomplish? What does success look like? Avoid asking about features — ask about progress. The job is what they are trying to get done, not what they want your product to do.

What is the difference between a JTBD statement and a user story?

A user story (As a [role], I want [action], so I can [benefit]) describes behavior within a specific product. A JTBD statement describes the underlying goal independent of any product or solution. JTBD statements are used at the strategy layer to understand why customers hire solutions. User stories are used at the implementation layer to define what to build. Use JTBD to discover opportunities; use user stories to specify solutions.

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JTBD Statement Builder

Craft clear jobs-to-be-done statements using the classic format: "When [situation], I want to [motivation], so I can [outcome]."

1 The Situation (When...)

Describe the context or trigger that creates the need. Be specific about circumstances.

2 The Motivation (I want to...)

What does the customer want to do? Focus on the action, not the solution.

3 The Outcome (So I can...)

What's the ultimate benefit? Think: functional, emotional, or social outcome.

Your JTBD Statement

Fill in the fields to generate your statement...

Job Type Analysis

Functional —

Emotional —

Social —

Strong JTBD statements often address multiple job types. Emotional and social jobs drive decisions.

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JTBD Statement Examples

How to Use JTBD Statements

Product Strategy

Use JTBD to guide feature prioritization. If a feature doesn't help customers make progress on their job, cut it.

Marketing & Positioning

Lead with the job, not features. "When [situation], we help you [outcome]" beats feature lists every time.

Competitive Analysis

Analyze competitors by the jobs they serve, not their features. Find underserved jobs to differentiate.

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Learn more: Complete JTBD Guide · Customer Pain Points · Target Audience Guide · AI Persona Builder