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Jobs to Be Done :: Overview and Interview Technique

Jobs to Be Done (JTBD) is a powerful product design framework that is gaining ground in startup communities across in the US. Companies like Basecamp and Intercom are using JTBD to heavily influence their product and marketing efforts with great success.

If you'd like to go deeper, visit to receive a free email course on Jobs to Be Done.

Brian Rhea (Product Lead at Revve) and Jason Hall (Chief Revenue Officer at Mocavo) have been actively practicing the JTBD framework and have implemented a number of their findings in their respective roles.

In this workshop, we will present an overview of the JTBD framework, the main tools (forces diagram & timeline) and then conduct a JTBD interview with an audience participant to show you how it's done.

Jobs to Be Done :: Overview and Interview Technique

  1. 1. Jobs to Be Done Interview Technique Brian Rhea Product Lead Revve @brhea Jason Hall Director of Marketing @hall_jason
  2. 2. Contents & Agenda ● Framework Overview ● Interview Tools ● Example Interview ● Resources
  3. 3. What is JTBD? JTBD is a framework that helps you understand why people hire/fire products and services.
  4. 4. Customers don’t buy products because of the type of person they are, but because they have a job to do.
  5. 5. Do you like pizza or do you like steak?
  6. 6. “It depends on the situation.”
  7. 7. ● Early-forties ● Subaru Outback ● College educated ● Thornton, CO ● $90k-$110k Persona: Jane
  8. 8. Where is Jane going for dinner?
  9. 9. “It depends on the situation.” JTBD looks for why someone hires a product or service to fulfill a job
  10. 10. “It depends on the situation.” Understand Your Customers’ Intentions Before Focusing on Their Attributes
  11. 11. Jobs Don’t Change Much ... The Solution We Hire Does
  12. 12. Why Practice JTBD?
  13. 13. Marketing ● Better messaging ● Customer context ● Use better words
  14. 14. Product ● Which Features to Build ● Which Features to Improve ● Which Features to Kill
  15. 15. Product ● Build? ● Improve? ● Kill?
  16. 16. The JTBD Interview ● 30-45 minutes in length ● Tools: ○ Forces Diagram ○ Timeline
  17. 17. Forces Diagram
  18. 18. Timeline Source: Alan Klement via
  19. 19. Timeline Source: Ross Belmont
  20. 20. Timeline Source: Andrej Balaz First Thought Event One Event Two Purchase Progress-making Push / Pull Progress-hindering Anxiety / Habit
  21. 21. Interview
  22. 22. Tips & Tricks ○ Low-stakes, early research (even if not true!) ○ Documentary metaphor ○ Search for the emotional energy ○ Level-up ○ Retell it wrong on purpose to prompt more detail
  23. 23. Resources ● - Bob Moesta & Chris Spiek ● Mastering Jobs to Be Done Interviews on Udemy ● (pull requests welcome!) ● - quick primer on the JTBD framework ● Switch workshops - periodically held by The Rewired Group ● Brian Rhea - @brhea ● Jason Hall - @hall_jason Get out there and start doing interviews!