Using JTBD in Practice
Apply Jobs to be Done framework to feature prioritization, PRDs, and marketing
Your Progress
Section 5 of 5Feature Prioritization with JTBD
JTBD Prioritization Tool
Score features by how much they help users complete their job.
File sharing
Core to collaboration job
Prioritize. Critical to job.
Slack notifications
Helps users stay coordinated with team
Prioritize. Critical to job.
Search across channels
Helps users find what they need fast
Prioritize. Critical to job.
Dark mode
Aesthetic preference, not core job
Skip. Not job-critical.
Custom emoji reactions
Fun but not job-critical
Skip. Not job-critical.
JTBD Rule: Prioritize features by job impact, not by how cool they are.
Job-Based Roadmap
Job-Based Roadmap Builder
Map features to stages of the job. Find gaps where users struggle.
Setup
Getting started with the job
- ✓Quick onboarding
- ✓Import existing data
- ✓Connect integrations
Use
Actively doing the job
- ✓Real-time collaboration
- ✓Mobile app
- ✓Keyboard shortcuts
Maintain
Keeping the job running
- ✓Auto-save
- ✓Version history
- ✓Backup & restore
Upgrade
Doing the job better over time
- ✓Advanced analytics
- ✓Custom workflows
- ✓API access
Warning: If a job stage has zero features, users will struggle. Fill the gap.
Job-Based PRDs
1. Start with the Job
When [user is in meeting], they want to [capture action items without breaking flow], so they can [stay present and not forget follow-ups].
2. Current Struggle
Right now, users switch to note app, lose context, forget to write things down, or interrupt speaker.
3. Job Success Metric
Success: User captures action items in under 5 seconds without leaving meeting interface.
4. Then: Feature
Feature: In-meeting quick capture button that creates action items with one click.
Marketing with JTBD
Feature-Based (Bad)
"Real-time collaboration with 256-bit encryption and 99.9% uptime SLA."
Talks about the product, not the job.
Job-Based (Good)
"Keep your team aligned without endless meetings. Update once, everyone sees it."
Speaks to the job: staying coordinated without wasting time.
Common JTBD Mistakes
1. Confusing Jobs with Personas
"Millennials want collaboration" is a persona. "When working remotely, I want to feel connected to my team" is a job.
2. Over-Focusing on Functional Jobs
"I want to send money" is functional. But "I want to feel generous" (emotional) or "I want to be seen as supportive" (social) might matter more.
3. Asking "What Do You Want?"
People cannot tell you their jobs. You find jobs by watching what they do and asking about switching moments.
4. Treating Jobs as Static
Jobs evolve. The job "stay connected to friends" changed from phone calls to Facebook to Instagram to TikTok.
5. Not Validating with Real Users
Your job hypothesis needs real user interviews. Do not guess jobs from your desk.
When JTBD Is Most Useful
New Markets
Understand jobs before building. What job will make people switch from nothing?
Switching Users
Understand forces and friction. Why would someone leave competitor for you?
Competitive Markets
Differentiate on job, not features. Do a job better than anyone else.
Jobs Are Not About Your Product
People do not care about your product. They care about getting their job done. If you understand their job better than anyone else, you win.
Key Takeaways
- •Prioritize features by job impact, not by how cool they are.
- •PRDs should start with the job, then describe the solution.
- •Marketing messages speak to outcomes, not features.
- •Avoid confusing jobs with personas or only focusing on functional jobs.
- •JTBD works best for new markets, switching users, and competitive landscapes.
- •Jobs are not about your product. Understand the job better than competitors to win.