Jobs-To-Be-Done Vs. Design Thinking

Both theories are focused on building products that focus on what customers might want. The jobs-to-be-done focuses more on potential customers’ pain points of potential customers; design thinking focuses on delivering prototypes with a human-centered approach. A jobs-to-be-done can be plugged into a design thinking approach to develop more effective products.

jobs-to-be-done
The jobs-to-be-done (JTBD) framework defines, categorizes, captures, and organizes consumer needs. The jobs-to-be-done framework is based on the premise that consumers buy products and services to get jobs done. While products tend to come and go, the consumer need to get jobs done endures indefinitely. This theory was popularized by Tony Ulwick, who also detailed his book Jobs To Be Done: Theory to Practice.
design-thinking
Tim Brown, Executive Chair of IDEO, defined design thinking as “a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” Therefore, desirability, feasibility, and viability are balanced to solve critical problems.

Read Next: Jobs-To-Be Done, Design Thinking.

Related Strategy Concepts: Go-To-Market StrategyMarketing StrategyBusiness ModelsTech Business Models.

More Strategy Tools: Porter’s Five ForcesPESTEL AnalysisSWOTPorter’s Diamond ModelAnsoffTechnology Adoption CurveTOWSSOARBalanced ScorecardOKRAgile MethodologyValue PropositionVTDF Framework.

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Gennaro Cuofano

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