Repository of Jobs-to-be-Done Examples

The Job-To-Be-Done

A “job” is the fundamental problem a customer needs to resolve in a given situation.

— Clayton Christensen
Product bought Function Actual objective (JTBD)
Milkshakes Drink Avoid boredom during drive, filling enough not feel hungry soon
Ikea furniture Furnishing Starter home, instant decoration, I need to furnish this place today
Weber grill Barbeque Make me a better host and entertainer, make me feel like a grilling hero
Gucci, Louis Vuitton Clothes Feel macho, pampered, prestigious
Metro newspaper News Pass commute productively
Starbucks Coffee Mobile office
Hospital beds Sleep/Rest/Recover Save nurses’ time, improve profitability
Boat rides Sightseeing Entertain out of town visitors
Short board games Entertainment Spend quality time with family
GM OnStar Connectivity I want to be sure that my family and I will be taken care of. Peace of mind in case of accident.
Swiffer Floor cleaner Dustpan not required, hassle-free cleaning
Scuba diving class Scuba diving Activity for honeymoon couples to do together
Kodak camera Take photos Share fun moments with family and friends
40% juice box Drink Reduce guilt about buying unhealthy snacks
Dining tables Place to eat Treasure trove of memories, hard to let go
Disney Theme Parks Entertainment I want a warm and loving escape with my family into a fantasy
SAS Institute Statistical software I need to make the right decision, and the safe decision
FedEx Courier I need to get this from here to there with perfect certainty as fast as possible
Hilti Hardware tools I need to finish this construction job on time and on budget
MS Office Word processing I need a persuasive document that clearly communicates and makes me look good
Mayo Clinic Diagnostics I need a precise diagnosis of & recommended therapy for my disease


  1. Clayton M. Christensen, “Module note - Integrating Around the Job to be Done”, Harvard Business Review, August 2010
  2. Clayton M. Christensen, Scott D. Anthony, Gerald N. Berstell, and Denise Nitterhouse, “Finding the Right Job for Your Product,” MIT Sloan Management Review 48, no. 3 (spring 2007), pp. 38-47.