Jobs-to-be-Done Generator

Jobs-to-be-Done is a reframing tool, not a research method. Instead of asking 'who buys this?' you ask 'what moment in a buyer's life triggers them to hire something, and what outcome do they want?' The canonical format (When... I want to... So I can...) forces specificity on all three: a real situation, a real motivation, and a real outcome. Generic JTBD statements ('when I need clothes, I want to look good') fail because they apply to anyone.

Use JTBD statements to stress-test product page copy. If your product page hero line maps cleanly to one of the five statements, your messaging is working. If it does not map to any, you are selling features to nobody. The highest-leverage edit most brands make after running JTBD is rewriting the hero to match the single most important job, not to describe the product.

Mix functional, emotional, and social jobs deliberately. Functional jobs are what the product literally does. Emotional jobs are how the buyer feels. Social jobs are how they want to be perceived. Most brands over-index on functional and under-serve the emotional and social, which is where the real purchase decisions happen.