Jobs To Be Done (#JTBD on twitter) is a framework that help businesses discover why consumers "hire" a product or services. JTBD goes beyond product features and benefits and tries discover why people actually buy - it's usually tied to an emotion.
I had a JTBD moment today for myself (as the consumer). My decision to move to the next step in a buying process triggered this morning when I saw an ad for recessed lighting.
What's interesting is that I've been in this buying process for a long time without really knowing it. This may seem like an impulse purchase, but it's not. Here's the backstory:
There is a utility room in our house for the washer and dryer. The room has recessed florescent lighting that's covered by a plastic panel. Panel doesn't quite fit and it falls off causing it to break.
Putting the panel back is a pain. The cutout in the ceiling is slightly too small for the panel by 1/8". To put the panel back in, I have to perfectly center it which is hard to do. One end of panel would bend while I try to fit the other end in. It sounds stupid, but it's really a two person job.
Pushing the panel too hard causes it to break and I would have to buy another panel. Because the standard panel is 1/8" larger than the cutout in my ceiling, I have to score the length of the panel with a utility knife to snap off a 1/8" strip. This is harder to do than it would appear.
The process is so frustrating that I've simply decided to ignore it (hence the exposed florescent bulbs in the photo). The panel fell off six months ago and hasn't been put it back. Before that, I left the panel off for nearly two years, maybe longer!
So when I saw the ad this morning I thought: recessed lighting with crown molding, looks nice, no stupid panel, and no frustration ever again.
The JTBD lesson: I'm hiring the recessed lighting to save me the frustration and hassle. I'm NOT hiring the recessed lighting because it looks nice and I want to remodel.
The JTBD question is important for every business to ask because you aren't really selling what you think you're selling.