Jobs to be done is a framework that defines products by the progress a customer is trying to make, the job they hire the product to do, rather than by customer demographics. It focuses on the underlying goal and circumstance driving a purchase, which often reveals non-obvious competitors and real motivations.

Jobs to be done reframes the question from who is my customer to what is my customer trying to accomplish. It matters because buyers do not want your service; they want the outcome it produces. Understanding the real job, and the frustration that triggers it, tells you how to position and what you are actually competing against, which is often doing nothing.

Example:

A founder does not want marketing services. They want to stop depending on referrals and feel in control of growth. That job, not the service, is what your positioning must speak to.

What does jobs to be done focus on?

The progress a customer is trying to make and the circumstance driving it, rather than their demographic profile. Buyers hire products to do a job.

Why is jobs to be done useful for positioning?

It reveals the real motivation and true competitors, including inaction, so you can position around the outcome the buyer actually wants.