Jobs to Be Done
Understand the progress someone is trying to make. · Product Judgment · Lesson 04 · 3 min
Jobs to Be Done · 3 min
Situation
Two people open the same map.
One person opens Google Maps to find the fastest route to an interview. Another opens it to choose a relaxed place for lunch nearby.
They use the same product but need different progress. A route that optimizes arrival time serves the first situation. Discovery and confidence about a place matter more in the second.
Mental model
Start with the situation and desired progress.
A job is a useful description of what someone is trying to accomplish in a particular circumstance. It includes practical progress and sometimes emotional or social stakes.
“When I am unfamiliar with the area, help me arrive on time without worrying about the route” is more actionable than “people want maps.”
Example
The competitor may be a workaround.
For a rushed traveler, alternatives include asking a local, calling a taxi, following station signs, or leaving much earlier. The competitive set is broader than other map applications.
Ask what people actually used before, what triggered a switch, and what made the new approach feel trustworthy. This reveals barriers a feature comparison misses.
Failure case
Turning every need into a slogan.
“Users hire us to feel empowered” is too vague to guide a decision. So is inventing a job from a brainstorm and treating it as research.
Ground the description in a recent event, the available alternatives, and the trade-off the person made. Different contexts can create different jobs for the same person.
PM question
What would count as progress here?
For an interview trip, success may include arrival reliability, a clear exit from the station, and enough warning about delays. More route options might increase confusion.
Choose the product behavior that helps in this situation. Ask which uncertainty prevents the user from moving forward before adding more information.
Remember this
The job connects context to a decision.
Use it to understand alternatives and define success. You do not need special vocabulary or a ceremonial template to ask what progress someone is seeking.