Building a customer-centric strategy
Most companies think they know their customers. They create buyer personas, analyze demographics, and track behaviors. But despite all this effort, their messaging still falls flat. Why? Because they’re focused on WHO the customer is rather than WHAT the customer is trying to accomplish.
This is where the Jobs to Be Done (JTBD) framework changes the game.
Why JTBD?
Customers don’t buy products or services; they “hire” them to get a job done. The job isn’t just about functionality; it’s about solving a problem or making progress in their lives. When you shift your marketing from demographics to JTBD, your messaging becomes instantly more relevant and persuasive.
How to Implement JTBD for a Customer-Centric Strategy
Identify the core job
Instead of asking, “Who is my customer?” ask, “What job are they hiring my product or service to do?”
A parent buying wooden blocks isn’t just purchasing toys; they’re hiring a tool to help their child develop creativity and motor skills.
A business executive investing in marketing automation software isn’t just looking for technology; they’re hiring a system to free up time and increase efficiency.
To find the core job:
Begin by analyzing real purchasing behavior. Observe where, when, and why people are actively spending money.
Conduct deep customer interviews and find opportunities to observe behavior in real-time.
Ask open-ended questions like, “What was happening in your life when you decided to buy?”
Look for patterns in customer frustrations and motivations.
Understand the functional and emotional needs
Every job has functional and emotional components.
Functional: What practical outcome does the customer need?
Emotional: What deeper, often unspoken, motivation drives the decision?
For example:
People don’t just buy noise-canceling headphones for better sound (functional); they buy them to escape distractions and focus (emotional).
Someone hiring a financial advisor isn’t just looking for investment advice (functional); they want peace of mind about their future (emotional).
Your messaging should speak to both.
Map the customer journey around the job
Rather than focusing on a traditional sales funnel, think about the customer’s journey in terms of the job they need done. What are the triggers that make them start searching? What obstacles or anxieties could stop them from hiring your solution?
Identify the trigger moments when customers start seeking solutions.
Address the barriers (cost, complexity, trust) in your messaging.
Reinforce the desired outcome. Help them visualize the success of hiring your product.
Align messaging to the JTBD framework
Once you know the job, structure your messaging around it:
Problem-solution fit: Clearly articulate the job your product solves.
Outcome-based language: Highlight what success looks like after hiring your solution.
Customer stories: Show real examples of people achieving their goals using your product.
Why this works
Most marketing is self-centered; it talks about features, brand values, and company achievements. JTBD flips the perspective. It forces you to see the world through your customer’s eyes and craft messaging that speaks directly to their needs.
When you apply JTBD to your marketing strategy, you:
Speak the language of your audience.
Create messaging that feels intuitive and relevant.
Increase engagement and conversions by addressing real customer motivations.
Final thought
Customer-centric strategy isn’t about knowing your audience’s age, job title, or hobbies. It’s about deeply understanding what they’re trying to accomplish. JTBD provides a roadmap to get there.
Next time you write a marketing message, ask yourself: What job is my customer hiring me to do? That simple shift in thinking could change everything.