The Application of Jobs to Be Done in B2B Markets: Unlocking Value and Driving Innovation
Read time: 4 minutes
As the speed of innovation increases, understanding customer needs and creating products and services that address those needs is crucial for success. The Jobs-to-Be-Done (JTBD) framework has gained significant attention in recent years as a powerful philosophy for customer-centric innovation. Initially developed in the context of consumer markets, JTBD is just as relevant for business-to-business (B2B) sectors.
I. Understanding JTBD in B2B Markets
The Jobs-to-Be-Done framework is centered around the idea that customers "hire" products or services to get a job done. In B2B markets, this concept becomes even more complex due to the involvement of multiple stakeholders, lengthy decision-making processes, and the interplay between functional and emotional considerations.
To effectively apply JTBD in B2B markets, companies need to understand the various "jobs" that their customers are trying to accomplish. These could be internal jobs, from streamlining internal operations and increasing productivity to enhancing collaboration and reducing costs. They can also be external jobs. That is, the jobs of their customers and their customers’ customer. The JTBD process begins by defining an ecosystem of jobs and stakeholders. This truly makes it a great fit for the complexity of B2B. By identifying these jobs and the associated pain points, companies can align their offerings to better meet customer needs and gain a competitive edge.
About the Author
William “Scott” Burleson is the author of The Statue in the Stone: Decoding Customer Motivation with the 48 Laws of Jobs-to-be-Done Philosophy.
He has a diverse professional background within manufacturing engineering, product management, voice-of-the-customer training and SaaS development. Notable career stops include product manager for John Deere’s compact tractors, innovation leader for Actuant corporation, and Director of the Strategyn Institute. At Strategyn, he worked alongside the world's best jobs-to-be-done practitioners. Strategyn, founded by pioneer Tony Ulwick, is ground zero for Outcome-Driven Innovation (ODI).
Today, as Senior Vice President for The AIM Institute, Burleson leads product development for Blueprinter® software, teaches workshops on innovation using the New Product Blueprinting process, and advises corporate leaders and practitioners on growth via JTBD principles.
He has a MS in Management and a BS in Electrical Engineering from North Carolina State University.