Jobs-to-be-done canvas

The jobs-to-be-done (JTBD) canvas is a powerful tool that helps innovators shift their focus from solutions that customers use to the fundamental problems they are trying to solve. By identifying the specific jobs that customers are trying to get done, the canvas helps innovators to understand the circumstances and constraints that surround these jobs, ultimately leading to the development of more effective innovations. The canvas takes into account both the functional, emotional, and social jobs to be done of a customer, providing a holistic view of the customer’s needs and desires.

This logic was pioneered by the late Clayton Christensen, who masterminded the term and theory on disruptive innovation. The basic idea is that we buy and consume products and services for the specific jobs they do for us. In principle, this idea goes back to the original thinking in marketing on the marketing concept, paraphrased popularly by Peter Drucker as “people do not buy a drill, they buy a hole in the wall”. 

How to fill it out?

The JTBD Canvas has seven sections which you need to fill out as follows:

1. Verb

Use a verb that explains what the customer is trying to do.

2. Object

Explain in which object the customer is trying to do the “verb”.

3. Context

Explain the context the customer is currently in. (Only fill in if the context is a clarifier.)

4. Functional job

What is the core task the customer wants to be done?

5. Emotional job

How does the customer want to feel or avoid feeling?

6. Social job

How does the customer want to be perceived by others?

7. Barriers

What is stopping the customer from achieving the jobs?

Download the JTBD canvas