This tool is based on the idea that people don’t just ‘buy’ products and services, but that they are looking for something to do a particular ‘job’ for them. This change in perspective is intended to make you focus less on the product or the service itself, and more on what the ‘user’ is trying to achieve by buying or accessing it.The tool highlights three different job ‘types’:

• Functional – getting a task done
• Emotional – to provide you with a feeling
• Social – to influence how others see you

This exercise will enable you to explore these ‘jobs’ from the perspective of the user. It will help to deliver initial insights into the ‘job to be done’ (the problem) at more than just the superficial level of the immediate ‘functional’ job.

For further guidance, watch this video from Strategyzer:

Download the Value Proposition Canvas and focus on completing the ‘customer segment’ for this task. Be careful not to think about any proposed ‘solution’ to jobs to be done.