What is Jobs to be Done (JTBD)?
A Job to be Done is neither found nor spontaneously created. Rather, it is designed. The checklist of provocative questions such as, “Have you ever wanted to wear an ankle bracelet?” exists to help customers imagine (i.e., design) what new me will be created when they buy Revlon’s products. Then there’s the picture of Dorian Leigh. Upon seeing that, consumers continue to design a new version of myself in my mind. For some, the new me looks like her. For others, the new me is with her. Whatever the case, if this new me is something I want, I begin desiring it. In other words, I have a Job to be Done.