Crafting Exceptional Customer Experiences with JTBD: A Marketing Perspective

The JTBD framework is a powerful tool for marketers because it shifts the focus to a deeper understanding of what customers are trying to achieve, writes Amandeep Singh.

Image by Charles Deluvio

In the world of marketing, there is no dearth of tools and frameworks for understanding the consumer. The most important part of marketing is actually being customer-centric – understanding their needs, wants, behaviors, and how they make a purchase.

While a lot of valuable insights usually come up in being oriented toward the customer, the world of advertising tends to focus on using it to craft the communication that will persuade them to eventually buy the product.

The business focuses on TAM ( Total Addressable Market), but the CX professionals take an approach of putting their energy into the customer in a particular situation where he is using a product or a service to unlock in-depth customer journeys, barriers, and motivations and identifying the opportunities to design a better experience by removing frictions.


This is where the Jobs to be Done or JTBD framework comes into the picture.

The JTBD framework is a powerful tool for marketers because it shifts the focus from products and demographics to a deeper understanding of what customers are trying to achieve, the “job” they need to get done.

  1. Customers “hire” a product to get a job done: JTBD encourages marketers to put the customer at the center of their strategy. Instead of creating products and services based on assumptions or market research, it helps identify the specific jobs that customers are hiring products or services to do. The important part is to understand the “circumstances” customers are in while they are trying to get a particular job done.
  2. Functional, Emotional, and Societal Needs: JTBD uncovers unmet customer needs and pain points. There are three layers of needs that need to be uncovered which go beyond the surface functional needs.
  3. Segmentation vs. Clustering: Rather than relying solely on demographics, JTBD allows marketers to group customers based on the specific jobs they’re trying to accomplish. Rather than traditional ways of segmenting, it follows the process of actually clustering these needs and behaviors in a particular circumstance.
  4. Product Development: The framework informs product development by focusing on what customers are trying to achieve. This results in products that are better aligned with customer needs, leading to higher satisfaction and loyalty.
  5. Messaging and Communication: JTBD helps craft more resonant and compelling messaging. When you understand the real problems customers are facing, your marketing messages can speak directly to those pain points and offer solutions.

A great resource is listening to the man himself on Lenny Rachitsky‘s podcast where he is in conversation with Bob Moesta . He is a co-creator of the framework.


As a CX practitioner, I have used this framework in almost all the briefs working with a set of talented teams and it works wonders every single time.

From building customer experience for farmers while they make decisions to buy a tractor, farm equipment, and herbicides to small grocery business owners trying to make progress toward using the power of digital tools to increase their sales.

How are you using JTBD?

The views expressed in this article are personal, and not necessarily those of the author’s employer.


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