Define the job, not the situation: Do not define the Job- to-be-Done as a situation that a customer finds himself or herself in. Rather define the job around what the customer decides to do in that situation. For example, commuters may find themselves “on a long, boring commute”, but “having a
long and boring ride to work” is not a job—it is a situation commuters find themselves in. You cannot study the job of “overcoming boredom” because it is not a functional job.
Rather, consider what commuters choose to do when they are on a long, boring commute. What they may do is stop at a quick service restaurant to “get breakfast while commuting to work” (the actual functional Job-to-be-Done).
Similarly, you may find yourself bored waiting in line at a doctor’s office, but again, overcoming boredom is not the job, nor is the job to “fill my time while waiting”. Rather, what the customer chooses to do when she/he is bored is the real Job-to-be-Done. For example, when you are standing there in line waiting to see the doctor, you may choose to use your smartphone to “stay informed on topics of interest”, “check your credit score”, “pay bills”, or execute other jobs that can be accomplished through a smartphone application. They are the Jobs-to-be-Done.
Define the job statement in the correct format: A job statement always begins with a verb and is followed by the object of the verb (a noun). The statement should also include a contextual clarifier. In the job statement “listen to music while on the go”, the contextual clarification is made by adding “while on the go” to the job statement.
Commuters who stop at quick service restaurant on the way
to work are trying to “get breakfast while commuting to work” where “while commuting to work” brings needed
context to the statement. Keep this format in mind:
Job statement = verb + object of the verb (noun) + contextual clarifier
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