Building a Jobs Atlas: Three steps to finding innovation opportunities using the Jobs to be Done framework

Steve Wunker

Outlines the Jobs to be Done framework – starting with building a Jobs Atlas to assess real sources of unmet demand – which can help a company develop its competitive advantage.

Definition

Jobs to be Done is a framework that analyzes products and services based on the real – and often hidden – reasons that a consumer buys. He or she “simply has a job to be done and is seeking to ‘hire’ the best product or service to do it.”1Rather than segmenting markets by customer demographics or product characteristics, it looks at the marketplace from a consumer perspective. Starbucks, for instance, understands that its customers often ‘hire’ it not just to provide a cup of coffee but a comfortable place to linger during an open space in...

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