Anthony W. Ulwick

JOBS-TO-BE-DONE NEEDS FRAMEWORK

JOB EXECUTOR

JOB EXECUTOR JOB EXECUTOR JOB EXECUTOR, OTHER BUYER

Related job statement 1 Related job statement 2 Related job statement 3 Related job statement 4 Related job statement 5
…
Related job statement n


Help get More Jobs Done
Emotional job statement 1 Emotional job statement 2 Emotional job statement 3 Emotional job statement 4 Emotional job statement 5
…
Emotional job statement n


Add Emotional Appeal
50
Purchase Receive Install Setup
Learn to use Interface with Transport Clean
Store Maintain Upgrade Repair Dispose
Improve User Experience
Financial outcome 1
Financial outcome 2
Financial outcome 3
Financial outcome 4
Financial outcome 5
…
Financial outcome n
Desired outcome statement 71 Desired outcome statement 72
…
Desired outcome statement n


Enhance Business Model

rved. Distributi
© 2018, Strategyn, LLC. All Rights Rese on Prohibited.

The customers’ needs are multilayered and complex. Customers have needs related to buying, using, and owning a product. They have emotional and functional needs.
Customer need statements are mutually exclusive—they are defined independent of each other. A complete set of needs is collectively exhaustive—it incorporates all the needs a customer has for a given job. Each need must be stated separately and categorized correctly. Why?