The "Jobs-to-be-Done" Framework: A Scientific Approach to Idea Generation

You have the drive and the ambition, but you’re stuck on the first step: what business to build? Traditional approaches often tell you to brainstorm a list of problems or to find a market with no competition. While well-intentioned, these methods can lead you down a path of chasing trends and building a product no one actually needs. To truly build a business with staying power, you need a different, more scientific approach. This is where the "Jobs-to-be-Done" (JTBD) framework comes in. It’s a revolutionary way to think about innovation that shifts your focus from the product to the customer’s ultimate goal.

The core principle of JTBD is simple yet profound: people don't buy products; they "hire" them to get a "job" done. This "job" is the underlying progress a person is trying to make in a specific circumstance. For instance, a person doesn't buy a drill because they want a drill; they buy it because they want a hole in the wall. The drill is simply a tool hired for the job. By understanding the "job," you can find incredible start up ideas that competitors often miss. This framework is a powerful lens through which to find and validate start up business ideas.

The Famous Milkshake Example

The most famous illustration of the JTBD framework comes from the late Harvard Business School professor, Clayton Christensen. A fast-food restaurant was trying to increase its milkshake sales. They tried the traditional approach: asking customers what they wanted in a milkshake (more chocolate, chunkier fruit, etc.). They improved the product, but sales didn't budge.

Then, they applied the JTBD framework. They observed who was buying milkshakes and in what circumstances. They discovered that nearly half of all milkshakes were sold before 8:30 a.m. The customers were alone, in their cars, and had only bought the milkshake. Through interviews, they learned the "job" these commuters were "hiring" the milkshake for was not a beverage or a treat. It was to make their long, boring commute more interesting and to satisfy their hunger until noon. The milkshake's key selling points were that it was thick enough to last the entire ride, easy to consume with one hand, and satiating. Its true competitors weren't other milkshakes; they were bananas, bagels, or Snickers bars—any item that could do the same job. By understanding the job, the solution became obvious: make the milkshake thicker to last longer and add small chunks of fruit to make the morning more engaging. They didn’t change the product for its own sake, but to better serve the job, and sales soared. This is a crucial lesson for anyone looking to start your business.

Applying JTBD to Your Idea Generation

Applying this framework means looking beyond demographics and product features to the underlying motivations behind a purchase. Here's a three-step process to help you find your next great technology startup idea.

Step 1: Observe and Identify the "Job"

The first step is to become an observer of human behavior. Don't ask people what they want; watch what they do. Pay close attention to moments of compromise or struggle. What is a person trying to accomplish? This could be a functional job, like "I need to get from point A to point B," or an emotional job, like "I want to feel safe when I'm away from home." These struggles are the source of all great start up ideas.

Consider Airbnb. Traditional hotels were focused on providing a room for the night. Airbnb’s founders, however, observed a different "job" to be done. For travelers, the job was to "live like a local" and have a more authentic, unique experience. For homeowners, the job was to make a living from their empty spare room. By understanding these dual jobs, Airbnb didn't just create a new type of hotel; they created a two-sided marketplace that allowed a new class of customers to get a very different job done. This insight allowed them to build a business that now competes not just with hotels, but with tour guides, travel agencies, and even cruise ships. This is the essence of finding powerful technology startup ideas.

Step 2: Uncover the "Pains and Gains"

Once you've identified a job, you need to understand the customer’s pains and desired gains. What obstacles do they face when they try to get this job done with existing solutions? What are the benefits they are hoping for? The bigger the pain, the bigger the opportunity to start your business.

Take Stripe, for example. In the early 2010s, the "job" of accepting online payments was already being done by companies like PayPal. But for developers, the process was a nightmare of complex APIs, tedious paperwork, and lengthy approval processes. Stripe's founders saw this massive pain point. The job wasn't "to process payments"; it was "to accept payments online as a developer, with as little friction as possible." They focused relentlessly on this pain point and created an elegant, clean, and developer-friendly solution. This laser-like focus on a specific job-to-be-done in a highly technical market is what propelled them to become a multi-billion dollar company. This is a perfect example of how start up business ideas are born from deep user understanding.

Step 3: Find the "Struggling Moment"

The most fertile ground for a new idea is the exact moment when a person is struggling to get a job done. This is the "hiring moment." Identify what leads them to "fire" their current solution and look for a new one.

Loom, the video messaging platform, provides a perfect case study. The "job" to be done was not "to record a video." The job was to quickly and asynchronously communicate a complex idea to a colleague without having to schedule a meeting. The "struggling moment" came from the constant back-and-forth of emails, the inability to explain a bug on a screen with text alone, and the pain of finding a mutually convenient time for a meeting. Loom’s founders built a business that allowed users to instantly record their screen and voice, providing a simple, elegant solution to the struggle of asynchronous communication. This is a brilliant example of a technology startup idea that solved a specific, painful job-to-be-done.

Conclusion

To build a business that truly matters, you must move beyond the product and into the lives of your customers. The Jobs-to-be-Done framework provides a scientific and repeatable method for uncovering the deep-seated needs and frustrations that give rise to truly innovative companies. By identifying the specific "jobs" people are trying to get done, you can find start up ideas that aren't just incremental improvements but revolutionary solutions. The market is not a void; it is a canvas of unfulfilled jobs, and the right perspective is your paintbrush. Now it's time to find the job and start your business.

Ready to apply this framework and find your next breakthrough idea? At CoffeeSpace, we believe that the best cofounder matching is a process built on shared values and a complementary skill set. We connect you with a partner who understands the importance of a problem-first approach, helping you find and build a business that truly gets the job done. Download today!