At LHBS we believe in putting the user at the heart of everything we do. One approach that has proven very helpful in doing so is the Jobs-to-be-Done framework as proposed by Clayton Christensen. Christensen’s JTBD framework helps us to shape and innovate our client’s marketing and products around the user’s needs and motivations — putting our clients front and centre of user’s consideration set. To share our expertise and learn from the experiences of like-minded thinkers, we invited the 3rd JTBD Meetup, organized by Martin Jordan and Hannes Jentsch, to our office space in Kreuzberg, Berlin.

Andrej Balaz’s striking input presentation and prolonged discussions have inspired us to kick-off a three-part series covering the key fundamentals, interviews and synthesis of the Jobs-to-be Done framework.

The Fundamentals

The Jobs-to-be-Done framework builds around the idea that people don’t just buy stuff, but buy what stuff does for them. This is a radically different approach to marketing and product development as we shift our focus from concentrating not on specific features, but rather the expected outcome.

For Example:

If someone’s job is to quickly satisfy their hunger on-the-go, they may consider a pizza…but also a deli sandwich, a burrito, sushi, or even nothing — preferring to wait for another opportunity to eat. (

By understanding a user’s job and its context, this framework helps us to translate these understandings into marketing and product development decisions. In order to understand a user’s job, interviewing switchers helps us to highlight the criteria people use to hire or fire a product.

We highly recommend checking out for developing a deeper understanding of the fundamentals of the JTBD framework.

In case you are a JTBD practitioner and would like to share your experience or are interested in using the framework to understand your customers better,  get in contact with us.