Jobs to be Done Framework: The Ultimate Guide for Startup Validation

Most startup founders make a critical mistake: they focus on what their product does rather than what job customers hire it to do. This distinction might seem subtle, but it's the difference between building features nobody wants and creating products people can't live without.

The Jobs to be Done (JTBD) framework flips traditional product thinking on its head. Instead of asking "What features should we build?", you ask "What job is the customer trying to get done?" This shift in perspective is why JTBD has become one of the most powerful tools for startup validation.

What is the Jobs to be Done Framework?

The Jobs to be Done framework, popularized by Clayton Christensen and refined by practitioners like Bob Moesta and Alan Klement, is based on a simple premise: customers don't buy products—they "hire" them to do a job.

When someone buys a drill, they're not buying the drill itself. They're hiring it to make holes. But go deeper, and they're actually hiring it to hang pictures, which helps them feel like their house is a home. The "job" isn't the surface-level task—it's the underlying progress the customer wants to make in their life.

The Four Forces of Progress

JTBD theory identifies four forces that influence whether someone will switch to your solution:

1. Push of the situation - Problems with the current solution
2. Pull of the new solution - Attraction to your offering
3. Anxiety of the new - Fears about switching
4. Habits of the present - Comfort with the status quo

Understanding these forces helps you position your product effectively and overcome real adoption barriers.

Why JTBD is Essential for Startup Validation

Traditional market research asks customers what features they want. The problem? People are terrible at predicting what they'll actually use. As Henry Ford famously (perhaps apocryphally) said: "If I had asked people what they wanted, they would have said faster horses."

JTBD solves this by focusing on behavior, not opinions. Instead of asking "Would you use this feature?", you ask "Walk me through the last time you tried to solve this problem." This reveals:

• Real behavior vs stated preferences
• Context that drives decisions
• Tradeoffs customers actually make
• Competition you didn't know existed

When you understand the job, you can validate whether your solution fits the actual need, not the hypothetical one.

The JTBD Interview Framework

The core of JTBD research is the "switch interview"—a structured conversation that uncovers why customers switched from one solution to another. Here's how to conduct one:

Step 1: Find Recent Switchers

Interview people who recently:

• Started using your product (or a competitor's)
• Switched from another solution
• Made a purchase decision

Recent switchers have fresh memories of their decision-making process. The details fade quickly, so aim for people who switched within the last 3 months.

Step 2: Create the Timeline

Start broad: "Walk me through the first time you realized you had this problem."

Then build a detailed timeline of their journey:

First thought → Active looking → Deciding → First use → Ongoing use

For each phase, ask:

• What triggered this next step?
• What were you thinking and feeling?
• Who else was involved?
• What did you try that didn't work?

Step 3: Dig Into Forces

As they tell their story, probe for the four forces:

Push questions:

• "What wasn't working about your old solution?"
• "What finally made you say 'enough is enough'?"
• "How long had this been a problem?"

Pull questions:

• "What specifically attracted you to [solution]?"
• "What made you think 'this is different'?"
• "What did you imagine life would be like after switching?"

Anxiety questions:

• "What concerns did you have about switching?"
• "What almost stopped you from making the change?"
• "What questions did you need answered first?"

Habit questions:

• "What made the old way comfortable despite the problems?"
• "What made switching feel risky or uncomfortable?"
• "What finally outweighed your concerns?"

Step 4: Map the Job

After multiple interviews, you'll start seeing patterns. Map the job by identifying:

• Functional needs - The practical task to be done
• Emotional needs - How they want to feel
• Social needs - How they want to be perceived
• Context - When and where the job arises

Real Example: How Intercom Used JTBD

Intercom, the customer messaging platform, famously used JTBD to pivot their product strategy. Instead of asking customers what features they wanted, they asked: "What job are you hiring Intercom to do?"

They discovered customers were hiring them for multiple distinct jobs:

1. "Help me onboard new users" - A job about education
2. "Help me support existing customers" - A job about service
3. "Help me sell to prospects" - A job about conversion

This insight led them to restructure their entire product around these distinct jobs, rather than adding random features. The result? Clearer positioning, better retention, and massive growth.

How to Apply JTBD to Your Startup Validation

Ready to use JTBD for your own validation? Here's a practical framework:

1. Define the Job Statement

Write a job statement in this format:

"When [situation], I want to [motivation], so I can [outcome]."

Examples:

• "When I'm starting a new project, I want to quickly assess market demand, so I can avoid wasting months on something nobody wants."
• "When I need to hire someone, I want to see their work quality immediately, so I can make faster, more confident decisions."

This format forces you to think about:

• Situation - The context that triggers the need
• Motivation - The desired progress
• Outcome - The measure of success

2. Identify Competing Solutions

Remember: your competition isn't just similar products. It's anything customers currently "hire" to do the job, including:

• Direct competitors - Similar products
• Indirect alternatives - Different solutions to the same job
• DIY solutions - Spreadsheets, manual processes
• Non-consumption - Not solving the problem at all

Understanding all these helps you position against the real alternatives customers consider. Our competitor analysis framework can help you map this landscape systematically.

3. Measure Job Success

How will customers know the job is "done"? Define success criteria:

• Speed - How quickly is the job completed?
• Quality - How well is it done?
• Cost - What's the resource investment?
• Emotional payoff - How does it make them feel?

Your solution needs to improve on at least one dimension significantly while not degrading others.

4. Test Job-Solution Fit

Before building your full product, test whether your solution actually does the job better:

Option A: Concierge MVP Manually perform the job for customers. If they're willing to pay for your manual service, the job is real and valuable.

Option B: Wizard of Oz MVP Create a simple interface that appears automated but is actually manual behind the scenes. This tests whether customers will engage with your approach.

Option C: Prototype Testing Show customers a prototype and ask: "Would this help you make progress on [job]?" Watch for genuine enthusiasm vs polite interest.

For a complete guide on early testing methods, see our article on problem-solution fit testing.

5. Validate Willingness to Switch

The ultimate test: will people actually switch from their current solution to yours? Test this by:

• Measuring anxiety - What concerns come up repeatedly?
• Quantifying switching costs - What does it take to change?
• Testing messaging - What reduces anxiety and increases pull?

You can test this systematically using tools like MaxVerdic, which analyzes real customer conversations to identify adoption barriers and switching friction.

Common JTBD Mistakes (And How to Avoid Them)

Mistake #1: Confusing Jobs with Solutions

Wrong: "Customers want a mobile app" Right: "Customers need to check status while away from their desk"

The mobile app is a solution. The job is accessing information remotely. Understanding this opens up alternative solutions you might not have considered.

Mistake #2: Making Jobs Too Broad

Wrong: "Help me be more productive" Right: "Help me prepare for client meetings in less than 15 minutes"

Broad jobs aren't actionable. Narrow jobs reveal specific contexts and success criteria you can design for.

Mistake #3: Ignoring Emotional and Social Jobs

Wrong: Focusing only on functional outcomes Right: Recognizing that "feel confident in my decision" is often the primary job

People don't just hire products to complete tasks—they hire them to feel a certain way or project a certain image. Ignore these at your peril.

Mistake #4: Stopping at Features

Wrong: "They want automated reporting" Right: "They want to look competent in Monday meetings without weekend work"

Features are how you do the job. The job is why it matters. Always ask "why?" until you hit the real motivation.

Additional JTBD Case Studies

Case Study 2: Basecamp - From Project Management to Progress Management

Background:
Basecamp (formerly 37signals) was positioned as "project management software" competing with hundreds of similar tools. Growth was slow.

The JTBD Discovery:
Through interviews, they discovered customers weren't hiring Basecamp to "manage projects." They were hiring it to reduce chaos and regain control of their workday.

The Insight:

"I was drowning in email and Slack messages. I hired Basecamp to give me one place where I could see what actually mattered and stop worrying I was missing something." - Customer interview

What They Changed:

1. Positioning: From "Project management" to "All-in-one tool so everyone knows what to do, where things stand, and where to find things"
2. Features: Removed complex Gantt charts, added Hill Charts (progress visualization)
3. Messaging: "Work can wait" campaign emphasizing calm, focused work
4. Pricing: Simplified to flat $99/month (unlimited users) to remove adoption friction

Results:

• Differentiated from 100+ competitors
• 30% increase in conversions from new messaging
• 50% reduction in churn (customers now understood core value)
• Built $100M+ business with 3.7M+ users

Key Lesson: The job isn't "project management"—it's "reduce chaos." This reframe unlocked a completely different positioning strategy.

Case Study 3: Snickers - "You're Not You When You're Hungry"

Background:
Snickers was just another candy bar, competing on taste and price.

The JTBD Discovery:
Customers weren't hiring Snickers to "taste good." They were hiring it to get back to normal when hunger was making them irritable and unfocused.

The Insight: The job wasn't satisfaction—it was transformation from "hangry" back to yourself.

Campaign Result:

"You're Not You When You're Hungry"

This campaign:

• Made Snickers #1 selling candy bar globally
• 15.9% sales increase in first year
• Won 30+ advertising awards
• Became cultural phenomenon (still running today)

Key Lesson: The "job" isn't always functional. Sometimes it's emotional or social. Snickers sold personality restoration, not peanuts and chocolate.

JTBD Statistics & Research Data

Success Rate: JTBD vs Traditional Methods

According to Harvard Business Review and Strategyn research:

Product Success Rates:

• Traditional feature-based development: 40-50% success rate
• JTBD-informed development: 75-86% success rate
• 1.5-2X higher odds of success with JTBD approach

Time to Product-Market Fit:

• Traditional approach: 12-18 months average
• JTBD approach: 6-12 months average
• 30-50% faster PMF with JTBD validation

Prediction Accuracy

Research from Strategyn (analyzed 3,000+ innovation projects):

Feature Adoption Prediction:

• Customer surveys asking "would you use this?": 30-40% accuracy
• JTBD-based need identification: 75-85% accuracy
• 2-3X better prediction of actual usage

Willingness to Pay:

• Traditional pricing surveys: 40-50% accuracy
• JTBD-based value analysis: 70-80% accuracy
• 40% improvement in pricing accuracy

Interview Efficiency

Data from JTBD practitioners and consultancies:

Interviews Needed:

• Traditional customer interviews: 30-50 for saturation
• JTBD interviews: 10-20 for saturation
• 50-60% reduction in research time

Insight Quality:

• Traditional interviews yield: 2-3 actionable insights per 10 interviews
• JTBD interviews yield: 7-10 actionable insights per 10 interviews
• 3X more actionable insights per interview

Cost Efficiency:

• Traditional research: $20-50K for comprehensive insights
• JTBD research: $5-15K for comparable insights
• 60-75% cost reduction vs traditional methods

Comprehensive FAQ: Jobs to be Done

How is JTBD different from regular customer interviews?

Regular customer interviews focus on:

• What features customers want
• How they use your product
• What they like/dislike
• Future feature requests

JTBD interviews focus on:

• What progress customers are trying to make
• What caused them to start looking for a solution
• What alternatives they considered
• Why they chose one solution over another

The key difference: Regular interviews ask about your product. JTBD interviews ask about their life and what job they needed done.

Example:

Regular Interview Question:
"What features do you want in our task management app?"
Answer: "Better notifications, calendar integration, mobile app"
Problem: You build features they asked for, but they still don't use the app much.

JTBD Interview Question:
"Tell me about a time you felt overwhelmed by tasks. Walk me through that day."
Answer: "I was juggling 3 client projects and forgot to invoice one. Cost me $5K. That's when I needed a system that wouldn't let things slip through cracks."
Insight: The job isn't "task management"—it's "preventing costly mistakes." Now you know what to build and how to position it.

How many JTBD interviews do I need to conduct?

Target: 10-20 interviews for most startups.

Why 10-20?

• First 5-7 interviews: Uncover major job patterns
• Interviews 8-12: Identify edge cases and secondary jobs
• Interviews 13-20: Reach saturation (stop hearing new insights)

Interview allocation:

• 5-7 recent switchers (just chose your solution in last 30-90 days)
• 3-5 current users (actively using for 3-6+ months)
• 2-3 people still using alternatives (haven't switched yet—why not?)

Red flag: If you haven't seen patterns by interview #15, you're either:

1. Interviewing the wrong people (not your ICP)
2. Asking the wrong questions (not probing deep enough)
3. Targeting too broad a market (need to narrow)

What if customers can't articulate the "job" they're hiring for?

This is normal and expected.

Customers don't think in "jobs" language. They think in problems, frustrations, and desired outcomes. Your job as the interviewer is to translate their stories into jobs.

Techniques to help:

1. Ask about specific moments: "Tell me about the last time you felt frustrated with [current solution]. Walk me through that day, minute by minute."

2. Look for emotional language: When they say "I was so stressed" or "I felt relieved," you're getting close to the real job.

3. Probe the "why" 5 times:

• "Why did you start looking for a new solution?"
• "Why did that matter to you?"
• "Why was that a problem?"
• Continue until you hit the core motivation.

4. Focus on switching moments: "What happened the day you decided to try something new?" This reveals the job more than asking about features.

Example:

Customer says: "I wanted a better calendar app."
Probe: "What was wrong with your old calendar?"
Customer: "It didn't sync fast enough."
Probe: "Why did that matter?"
Customer: "I'd schedule over other meetings and look disorganized to clients."
Probe: "How did that impact you?"
Customer: "Lost a $50K deal because a client thought I was unreliable."
The Real Job: "Help me appear professional and reliable to clients."

Can JTBD work for B2B products?

Absolutely. JTBD is often BETTER for B2B.

Why?

• B2B buyers have clear goals and KPIs
• Purchase decisions are recent and memorable
• Switchers can articulate comparison criteria
• Jobs are often tied to business outcomes (easier to measure)

B2B-specific JTBD considerations:

1. Interview multiple stakeholders:

• The user (who does the job daily)
• The buyer (who approves purchase)
• The champion (who pushed for the solution) Each has different jobs!

2. Focus on business impact: "How did this problem affect your business metrics?" ties the job to measurable outcomes.

3. Understand organizational dynamics: "Who else needed to approve this?" reveals jobs like "make my boss happy" or "avoid internal conflict."

B2B Example:

Surface Job: "We needed better project management software."
Real Job (User): "Stop getting blamed when projects slip."
Real Job (Manager): "Get visibility without micromanaging."
Real Job (Executive): "Reduce project delays that cost us client penalties."

Result: You now know how to position to each stakeholder.

How do I find people to interview for JTBD research?

Target: People who recently made a switch (last 30-90 days).

Where to find them:

1. Recent customers (Easiest):

• Email everyone who signed up in last 90 days
• Offer $50-100 gift card for 45-minute interview
• Response rate: 20-40%

2. LinkedIn search:

• Search for job titles matching your ICP
• Filter: "Recently joined" or profile updates
• Cold outreach: "I'm researching how [role] solves [problem]. Can I interview you?"

3. Reddit/Forums:

• Find subreddits where your ICP hangs out
• Look for posts like "What's the best tool for X?"
• DM people who commented about switching tools

4. Review sites:

• G2, Capterra, TrustRadius
• Find people who left reviews in last 3 months
• Reach out: "I saw your review of [product]. Would love to learn more about your experience."

5. Referrals:

• Ask existing customers: "Who do you know who recently solved [problem]?"
• Referrals have 60-80% response rate vs 20-30% for cold outreach

Recruitment message template:

"Hi [Name],

I'm researching how [role] makes decisions about [category]. I noticed you recently [action—signed up, switched tools, etc].

Would you be open to a 30-minute call? I'd love to hear about your experience. Happy to send a $75 Amazon gift card as thanks.

[Your name]"

What's the best way to record and analyze JTBD interviews?

Recording:

Best practice: Audio + notes (don't rely on memory).

Tools:

• Zoom/Teams: Built-in recording (with permission)
• Otter.ai: AI transcription ($10/month)
• Rev.com: Human transcription ($1.50/min)

Always:

1. Ask permission: "Do you mind if I record this?"
2. Explain why: "So I can focus on our conversation without worrying about notes"
3. Reassure: "This is confidential and only for internal research"

Analysis Process:

Step 1: Transcribe

• Use Otter.ai or Rev.com
• Get text version of every interview

Step 2: Code by themes

• Read transcript, highlight key quotes
• Tag with themes: "Job to be done," "Push," "Pull," "Anxiety," "Habit"

Step 3: Create job statements

• Format: "When [situation], I want to [motivation], so I can [outcome]."
• Extract 3-5 core jobs from all interviews

Step 4: Identify patterns

• Which jobs came up in 5+ interviews? (Primary jobs)
• Which obstacles came up repeatedly? (Key anxieties)
• Which alternatives were mentioned most? (Competitors)

Step 5: Synthesize insights

• Write 1-page summary of core jobs
• Include representative quotes
• List implications for product/positioning

Time estimate: 2-3 hours analysis per interview.

How often should I do JTBD interviews?

Initial validation: 10-20 interviews before building.

Ongoing:

• Quarterly: 5-10 interviews to stay current
• After major pivots: 10-15 interviews to revalidate
• When growth stalls: 15-20 interviews to understand job drift

Triggers to interview:

• Increased churn (job mismatch?)
• Low feature adoption (not solving the real job?)
• Competitor gaining share (solving job better?)
• Expanding to new segment (different jobs?)

Rule: JTBD isn't a one-time exercise. Customer jobs evolve. Interview continuously.

Complete JTBD Interview Script & Template

Pre-Interview Preparation

Before the call:

• Review customer's background (job title, company, tenure)
• Understand what solution they currently use
• Prepare opening (set comfortable tone)
• Test recording setup
• Have notebook/doc ready for real-time notes

Interview Structure (45-60 minutes)

Section 1: Rapport Building (5 minutes)

"Thanks for taking the time. I'm researching how [role] solve [problem]. This isn't a sales call—I genuinely want to understand your experience. Everything is confidential. Do you mind if I record so I can focus on our conversation?"

Section 2: The Timeline (15-20 minutes)

Core question: "Tell me about the first time you realized you needed a new solution for [problem]. Walk me through that day."

Follow-up probes:

• "What were you working on when you realized this?"
• "What made that moment different from other frustrating days?"
• "Who else noticed this was a problem?"
• "What did you try first?"

Section 3: The Search (10-15 minutes)

Core question: "Once you knew you needed something new, what did you do next?"

Follow-up probes:

• "Where did you look first?"
• "What criteria were you using to evaluate options?"
• "Who did you talk to?"
• "What alternatives did you consider?"
• "What almost made you give up on finding a solution?"

Section 4: The Choice (10-15 minutes)

Core question: "Why did you ultimately choose [their solution]?"

Follow-up probes:

• "What made that option stand out?"
• "What were you worried about with that choice?"
• "How did you convince yourself/your team it was the right call?"
• "What almost made you choose something else?"

Section 5: The New Reality (5-10 minutes)

Core question: "Now that you've been using [solution] for [timeframe], how has your life changed?"

Follow-up probes:

• "What's better than you expected?"
• "What's harder or different than you thought?"
• "What do you still worry about?"
• "Would you switch back? Why or why not?"

Section 6: Wrap-Up (5 minutes)

"Is there anything else about your experience that would help me understand what job you were trying to get done?"

"Thanks so much. This has been incredibly helpful. I'll send your gift card today."

Post-Interview Analysis Template

Interview #[X] - [Name, Role, Company]

Date: [Date]

Job Statement: When [situation], I want to [motivation], so I can [outcome].

Four Forces:

• Push (Problems):

  • [Problem 1]
  • [Problem 2]

• Pull (Attraction):

  • [What attracted them to solution]

• Anxiety (Fears):

  • [Fear about switching]
  • [Worry about new solution]

• Habits (Status Quo):

  • [What made old solution comfortable]
  • [Why they almost didn't switch]

Key Quotes:

• "[Verbatim quote about the job]"
• "[Quote about switching moment]"

Alternatives Considered:

• [Competitor 1] - rejected because [reason]
• [Competitor 2] - rejected because [reason]

Implications for Product/Positioning:

• [Insight 1 about what to build]
• [Insight 2 about how to position]
• [Insight 3 about messaging]

21-Day JTBD Action Plan

Week 1: Setup & Recruitment (Days 1-7)

Day 1: Define Research Goals

• What job do you THINK customers are hiring you to do?
• Write down your assumptions (you'll test these)
• Identify key questions you need answered

Day 2: Identify Interview Candidates

• List recent customers (last 30-90 days)
• Find people still using alternatives (for comparison)
• Identify churned customers (to understand job mismatch)
• Target: 15-20 potential interviewees

Day 3-4: Recruit Participants

• Email 30-40 people (expect 30-50% response)
• Offer $50-100 gift card for 45-minute interview
• Use recruitment template above
• Goal: Schedule 10-15 interviews

Day 5: Prepare Interview Guide

• Customize script template for your context
• Practice with a colleague
• Set up recording tools (Zoom, Otter.ai)
• Prepare note-taking document

Day 6-7: Buffer Days

• Catch up on any recruiting lag
• Refine interview questions based on early conversations
• Prepare for Week 2 interviews

Week 2: Conduct Interviews (Days 8-14)

Day 8-9: First 3-4 Interviews

• Conduct interviews using script
• Record and take notes
• After each: Write down immediate impressions
• Note: What patterns are emerging already?

Day 10-11: Next 3-4 Interviews

• Continue interviews
• Start noting repeated themes
• Adjust questions if needed (based on learnings)
• Track: What jobs are people describing?

Day 12-14: Final 3-4 Interviews

• Complete remaining interviews
• Look for saturation (are you hearing new insights?)
• If not saturated: Schedule 2-3 more interviews
• By Day 14: Have 10-12 interviews completed

Week 3: Analysis & Application (Days 15-21)

Day 15-16: Transcribe & Code

• Transcribe all interviews (or use Otter.ai)
• Read through all transcripts
• Highlight key quotes about jobs, pushes, pulls, anxieties
• Create spreadsheet tracking themes across interviews

Day 17: Identify Core Jobs

• Write job statements for patterns you see
• Format: "When [situation], I want to [motivation], so I can [outcome]"
• Identify 2-3 primary jobs (mentioned in 50%+ of interviews)
• Note secondary jobs (mentioned in 20-40%)

Day 18: Map Four Forces

• Pushes: What's broken about current solutions?
• Pulls: What attracted people to new solutions?
• Anxieties: What made people nervous about switching?
• Habits: What almost prevented them from switching?

Day 19: Extract Product Implications

• Which features solve the real job (vs. nice-to-haves)?
• How should you position differently?
• What messaging resonates with the job?
• What anxieties do you need to address?

Day 20: Create JTBD Summary Document

• Write 2-page summary of findings
• Include core jobs, four forces, and implications
• Add 5-10 powerful quotes
• Share with team for alignment

Day 21: Define Next Actions

• What will you change about your product?
• How will you update your positioning?
• What messaging will you test?
• When will you re-interview (6-12 months)?

Success Criteria:

• 10-15 interviews completed
• 2-3 core jobs identified
• Clear patterns in pushes/pulls/anxieties
• Actionable implications for product and positioning
• Team aligned on findings

Integrating JTBD with Other Validation Methods

JTBD works best as part of a comprehensive validation approach:

• Combine with surveys - Use JTBD insights to write better survey questions that focus on behavior
• Enhance customer interviews - Our interview question framework incorporates JTBD principles
• Inform metrics - Use jobs to define the right validation metrics to track

For a complete validation process that incorporates JTBD, check out our complete startup validation guide.

JTBD in Action: Your Next Steps

Ready to apply JTBD to your startup? Start here:

1. Recruit 5-10 recent switchers - People who recently started using a solution in your space
2. Conduct switch interviews - Use the framework above to map their journey
3. Identify patterns - What jobs keep appearing? What forces are strongest?
4. Refine your solution - Adjust positioning and features to better serve the core job
5. Test and iterate - Validate that your changes actually improve job-solution fit

The magic of JTBD isn't in the framework itself—it's in the insights you uncover by listening to customers differently. When you understand what job you're being hired to do, everything else becomes clearer: your positioning, your features, your pricing, even your go-to-market strategy.

Validate Your Job-Solution Fit Today

Understanding what job customers are hiring you to do is just the first step. You also need to validate: "2024-11-01"

• Whether enough customers have this job (market size)
• If they're actively looking for solutions (demand intensity)
• Whether they'll actually switch to your approach (adoption feasibility)
• How competitors are positioned around the same job

Try MaxVerdic for free to get AI-powered analysis of your startup idea, including deep competitive positioning insights and real customer feedback analysis. Get your validation report in minutes, not months.

Want to master startup validation? Explore our complete validation guide or learn about common validation mistakes that derail even experienced founders.

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