Understanding Customers: Jobs-to-be-Done

Jobs-to-be-Done (JTBD) is one of the most important and popular innovation tools in today's business.

It is commonly used for Innovation, generating Business Models, designing Value Propositions in Strategic Planning process, developing new products/services via R&D process.

A job is a progress a customer desire to reach in a specific context.

The canvas should be designed from right to left as follows. On the right hand side, the customer insights are identified, and on the left hand side, products/services are designed.

Unline the design, the validation of JTBD is from left to right. We investigate whether if products/services have really gain creators and pain relievers, those can really create gains and relieve pains. Eventually can the created gains and pains relieved support the Jobs-to-be-Done of customers?

I usually use Kumu (www.kumu.io) which is a System Analysis tool, to draw JTBD canvas. It is a really strong visualization tool.