Mastering ‘Jobs-to-Be-Done’

Welcome and Introductions

Rina Alexin | 00:00–01:35 All right, Tom, why don’t we get started? Thank you all for joining us today, where Tom and I will be discussing how to master “Jobs-to-Be-Done” to practice effective product management. Tom and I are both calling in remotely—I’m here in Miami, Florida, and Tom, you’re over in Texas today.

Tom Evans | 01:36–02:15
That’s right, Austin, Texas! I’m Tom Evans, Principal Consultant and Trainer at Productside, and I’ve been here for almost 14 years. It’s been a fantastic experience working with companies around the world to help them implement better product management practices and achieve stronger outcomes for their organizations and customers.

Rina Alexin | 02:16–03:00
For those of you who don’t know me, I’m Rina Alexin, CEO of Productside, formerly 280 Group. We’ve transitioned from being a training provider to a true transformation partner—helping product teams grow their strategic impact and deliver better results.

About Productside

Rina Alexin | 03:01–03:55 At Productside, we help product teams build products that people *want* to buy and use. We’re an outcome-driven product partner, offering training, consulting, and coaching tailored to your organization’s context. Our experts bring decades of product leadership experience and act as mentors throughout the transformation journey.

Community and Housekeeping

Rina Alexin | 03:56–04:40 If you’d like to stay connected, please join our **Productside LinkedIn Group**—a community of 10,000+ product professionals sharing tips, best practices, and networking opportunities.

And yes, this session is being recorded! All registrants will receive the replay link after the webinar.

Agenda and Goals

Tom Evans | 04:41–05:30 Today, we’ll introduce the **Jobs-to-Be-Done (JTBD) Theory**, share key lessons and guidelines for success, and discuss how to apply it practically in your work.

We’ll start with “What is Jobs-to-Be-Done?” followed by steps to define jobs, understand customer needs, and apply JTBD for innovation and strategy alignment.

Poll #1 – How Familiar Are You with JTBD?

Tom Evans | 05:31–06:30 We’d love to know—how familiar are you with Jobs-to-Be-Done?
1️⃣ First time hearing about it.

2️⃣ Heard of it, want to learn more.

3️⃣ Conversational understanding.

4️⃣ Already applying it.

Rina Alexin | 06:31–07:00
It looks like two-thirds of our attendees have heard of it and want to learn more, and the rest have some familiarity but haven’t applied it yet. Perfect mix for today!

My Jobs Story – Tom’s Example

Tom Evans | 07:01–11:50 Let me share how I learned the importance of focusing on *jobs*, not solutions. As a traveling trainer, I always found myself frustrated ironing shirts in hotels—the outlets were never in the right place. I thought, “If only they’d move the outlets!” But someone challenged me: “Is that the *problem*, or your *solution*?”

When I reframed the job, I realized: it wasn’t about ironing—it was about removing wrinkles from my clothes to look professional for my customers. Once I recognized the real job, new solutions emerged—like Downy Wrinkle Releaser—that achieved the outcome without an iron.

This illustrates JTBD perfectly: customers don’t buy products, they hire them to do a job that improves their life in a specific way.

Why Jobs-to-Be-Done Matters

Tom Evans | 11:51–12:50 Most product teams jump too quickly into solutions, often limited by what they already know. JTBD forces us to pause and ask, “What problem are we really solving?”

By focusing on the job, we uncover new ways to innovate—ways we wouldn’t see if we stayed in our existing solution space.

Poll #2 – What Drives You Toward Solutions?

Rina Alexin | 12:51–13:30 Poll time! What causes you to focus more on solutions than problems? Stakeholder pressure? Lack of process? Or not enough discovery time?

Tom Evans | 13:31–13:55
The results are split evenly—no surprise! Every organization faces this. JTBD helps product managers push back and reframe those discussions.

Guidelines for Success with JTBD

Tom Evans | 13:56–19:20 To succeed with JTBD, understand: – **Types of Jobs:** Functional (what they do), Emotional (how they feel), and Social (how they’re perceived). – **Circumstance Matters:** Context changes the job. Preparing breakfast on a weekday vs. a weekend is a different *job*. – **Jobs Are Stable:** Needs stay consistent; solutions evolve.

The iPod didn’t create a new need—it improved the solution for an existing job: listening to music on the go.

Poll #3 – What’s Your Biggest Challenge?

Rina Alexin | 19:21–20:00 What makes it hardest to stay in the problem space? Stakeholders pushing for features? Time pressure? Or uncertainty about user needs?

Tom Evans | 20:01–20:30
Exactly—many PMs face those same issues. JTBD gives you the language to challenge solution-first thinking constructively.

Steps to Define the Job

Tom Evans | 20:31–29:20

1️⃣ **Identify the Core Job** – What task is the customer trying to accomplish?

2️⃣ **List the Steps to Complete It** – What must they do to get it done?

3️⃣ **Explore Abstraction Levels** – Why are they doing this? What’s the higher goal?

4️⃣ **Uncover Pains and Gains** – What frustrates them? What would success look like?

5️⃣ **Innovate** – Use these insights to identify underserved needs and create new value.

Use frameworks like the Value Proposition Canvas to visualize the customer’s Jobs, Pains, and Gains.

Poll #4 – Where Do You Struggle Most?

Rina Alexin | 29:21–29:50 Where do you struggle most when applying JTBD? Defining jobs? Gathering data? Validating insights?

Tom Evans | 29:51–30:30
Many say defining jobs—exactly why we emphasize starting with why before what.

Q&A and Practical Insights

Rina Alexin | 30:31–45:00 Q: How do you determine the right level of abstraction? Tom Evans: Context matters. If you’re making irons, you’re constrained by that market—but still think broadly enough to recognize alternative solutions.

Q: How do you validate that your “job” represents real customer needs?
Tom Evans: Conduct Voice of the Customer research. Ask, “What are you trying to achieve?” “What gets in your way?” Then validate hypotheses through interviews and quick market tests.

Q: How do you handle executives or sales dictating solutions?
Rina Alexin: Build trust. Ask why, not what. Reframe their ideas as hypotheses and loop back with validated insights to earn credibility.

Closing Remarks and Special Offer

Rina Alexin | 45:01–End Thank you all for joining us today! Please scan the QR code to **enter to win the Productside Playbook**, which includes 22 templates based on the Productside Blueprint—including a full **JTBD template**.

Use the code JobsToBeDone500 for $500 off our live instructor-led courses.

Tom Evans | Closing
Thanks, everyone. Remember—focus on the job, not the solution, and innovation will follow.