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- Why Do We Buy Things?
We’ve all done it—spent money on something, and later asked ourselves: “Why did I even buy this?”
80% of purchases aren’t driven by what a product does. They’re driven by what the buyer needs done at the moment.
This shift in how we think about consumer behavior can change your marketing game entirely.
Welcome to the Jobs-to-be-Done framework.
Understand this, and you’ll create content and campaigns that actually resonate, instead of just throwing out buzzwords and hoping something sticks.
The Jobs-to-be-Done framework - created by Clayton Christensen, shows that customers don’t buy products. They hire them to get a “Job” done.
It’s not about features, it’s about solutions to real problems.
It is a way for marketers to actually focus on what customers need, instead of product’s features
Take Airbnb - It’s not just about renting out homes.
Airbnb’s true job? - “Help me feel like I’m at home—wherever I go.”
They tapped into this emotional need. It’s about the job of “comfort on the road,” and that’s why they didn’t just sell rooms—they sold an experience.
Now that you get it, how can you actually make this work for your business? Here’s the quick-hit rundown:
Understanding the framework:
Think “customer need” in this structure:
“When ___ , I want to ______, So I can _____.”
When : Start with the customer’s problem, not the product. Mention the current situation where the client is and what is the problem he suffers from.
I want to : What do they wish to do about it? One might say that they want to learn activities on how to schedule their day better
So I can : The desired outcome of the client; simply put, their hope or wish. It’s the end goal—the value they’re seeking.
Here are example statements using the framework:
When I'm stuck in traffic on my way to work,
I want to listen to a podcast or audiobook,
So I can make productive use of my commute time.
*More amazing examples are available along-with the template below:
USE TOOL: Jobs-to-be-Done Framework Template – A tool that helps you break down your product’s job and map it directly to your customer’s needs. It’s like having a blueprint for creating marketing that actually connects.
If this hit home for you, share it with your team.
Don’t just consume—implement.
Let’s make sure your next campaign isn’t just another ad. Let’s make it the answer to a question your customer is really asking.