How I’m using the ‘jobs to be done’ framework to practice self-kindness
Recently, I hopped on a call with a mentor of mine, Dan, to go over my product design portfolio. After sharing a case study, he told me;
“This is good, but I want to understand the user need here a bit more. You should look at the ‘jobs to be done’ framework.”
After our call, I came across the original source for this framework, which I had never heard of before, and got to reading.
What is ‘jobs to be done’?
Fundamentally;
(the customer) (…) He simply has a job to be done and is seeking to “hire” the best product or service to do it. Marketers must adopt that perspective. — Clayton M. Christensen, Scott D. Anthony, Gerald Berstell and Denise NitterhouseApril 01, 2007REA
or in layman’s terms…
What does the user (whether that’s you, or another person) want to accomplish on a basic level?
“Customers’ purchase decisions don’t necessarily conform to those of the ‘average’ customer in their demographic; nor do they confine the search for solutions within a product category. Rather, customers just find themselves needing to get things done.”
And…
How can we stay focused on what we want to achieve fundamentally, in an ever-changing world, instead of becoming too fixed on certain superficial information?
The framework…
Main job to be done = the basic task someone wants to achieve
Related jobs to be done = more stuff to achieve alongside the main task
+
Emotional aspects & functional aspects
How this can apply to your life
To use myself as an example, I’ve been learning to longboard. As fun as it is, my packed calendar has resulted in exhaustion and stiffness during my recent outings.
While I’ve been attending lessons and practicing the amount I’m supposed to, I have the ‘right’ board, I’m going to the ‘right’ park, watching the ‘right’ YouTube videos, I’m not being understanding of my own context.
At the moment, I’m juggling a lot personally. As a result, making sure I get enough sleep, have enough thinking time and do enough yoga, is becoming more difficult.
When I apply the framework…
Main jobs to be done = learn long boarding
Related jobs to be done = make new friends, challenge my body
+
Emotional aspects (feel relaxed, feel strong and capable) & functional aspects (new activity in my schedule, increased fitness)
From looking at this, I realised that the whole reason I’m learning to longboard is to chill out. Instead, I’ve been tiring myself out!
Ever since I realised this, my boarding has improved drastically. I’m sleeping, doing yoga, dialling back my calendar and enjoying the process.
Whether you’re learning something new, working on your fitness, or dealing with a breakup, it’s important to realise that there’s no ‘right’ way to do something — no one is living your life but you.
Instead, looking at what you want ultimately will provide greater perspective on how best to go after your goals.
Obviously, having values and being kind goes without saying, but thinking about your functional ‘job to be done’ whenever you’re burned out has allowed me to better prioritise when I’m going after a goal.
After all — isn’t that what I wanted in the first place?
