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Original

English

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Translation

Chinese

Jobs to Be Done (JTBD)

Overview

概述

JTBD reframes product strategy around the "job" customers are trying to accomplish. People don't buy products — they "hire" them to make progress in a specific situation. Understanding the job reveals the real competition (which is often not who you think) and unmet needs.

JTBD框架围绕客户试图完成的“任务”重新制定产品策略。人们购买产品并非为了拥有产品本身，而是“雇佣”产品来在特定情境下取得进展。理解这些任务能揭示真正的竞争对手（往往和你预想的不同）以及未被满足的需求。

Framework

框架

IRON LAW: The Job Is About the Customer's Progress, Not Your Product

"Help me manage my tasks" is a job. "Use our task management app" is not.
The job exists independently of any solution. Your product is ONE way
to fulfill the job — customers can "hire" a spreadsheet, a notebook,
or a whiteboard for the same job.

Define jobs from the CUSTOMER's perspective, never from the product's.

IRON LAW: The Job Is About the Customer's Progress, Not Your Product

"Help me manage my tasks" is a job. "Use our task management app" is not.
The job exists independently of any solution. Your product is ONE way
to fulfill the job — customers can "hire" a spreadsheet, a notebook,
or a whiteboard for the same job.

Define jobs from the CUSTOMER's perspective, never from the product's.

Three Dimensions of a Job

任务的三个维度

Dimension	What It Means	Example (morning coffee)
Functional	The practical task to accomplish	"Get caffeine to be alert for work"
Emotional	How they want to feel	"Feel like I'm treating myself, not just surviving"
Social	How they want to be perceived	"Show colleagues I have good taste (specialty coffee)"

维度	含义	示例（晨间咖啡）
功能性	需要完成的实际任务	"获取咖啡因，保持工作时的警觉性"
情感性	期望获得的感受	"感觉是在犒劳自己，而非仅仅应付日子"
社会性	期望给他人留下的印象	"向同事展示我有品味（选择精品咖啡）"

Job Story Format

任务故事格式

Replace user stories with job stories:

When [situation/trigger],
I want to [motivation/job],
so I can [expected outcome].

Example: "When I'm rushing to work and haven't had breakfast, I want a quick energy boost that doesn't feel unhealthy, so I can start my morning focused and not guilty about my diet."

用任务故事替代用户故事：

When [situation/trigger],
I want to [motivation/job],
so I can [expected outcome].

示例："当我赶时间上班还没吃早餐时，我想要一种快速补充能量且不会让我觉得不健康的方式，这样我就能专注地开启清晨，同时不会为自己的饮食感到愧疚。"

Analysis Steps

分析步骤

Identify the situation/trigger: What circumstance creates the need?
Uncover the job: What progress is the customer trying to make?
Map all three dimensions: Functional + emotional + social
Identify current "hires": What do they currently use to do this job?
Find forces of progress: Push (dissatisfaction with current) + Pull (attraction of new) vs Anxiety (fear of new) + Habit (comfort of current)
Discover unmet needs: Where do current solutions fall short?

识别情境/触发因素：是什么环境催生了需求？
挖掘核心任务：客户试图取得怎样的进展？
映射三个维度：功能性 + 情感性 + 社会性
识别当前“被雇佣”的解决方案：客户目前用什么来完成这项任务？
分析推进动力：推力（对当前方案的不满）+ 拉力（对新方案的吸引力） vs 焦虑（对新方案的担忧）+ 习惯（对当前方案的依赖）
发现未被满足的需求：现有解决方案在哪些方面存在不足？

Forces of Progress (Switch)

推进动力（转换决策）

PUSH (away from current) + PULL (toward new) > ANXIETY (about new) + HABIT (of current)
= Customer switches

Understanding these four forces explains why customers switch (or don't).

PUSH (away from current) + PULL (toward new) > ANXIETY (about new) + HABIT (of current)
= Customer switches

理解这四种动力就能解释客户为何转换（或不转换）方案。

Output Format

输出格式

markdown

undefined

markdown

undefined

JTBD Analysis: {Product/Category}

The Job

When [situation], I want to [job], so I can [outcome].

Three Dimensions

Functional: {practical need}
Emotional: {desired feeling}
Social: {desired perception}

Functional: {practical need}
Emotional: {desired feeling}
Social: {desired perception}

Current Hires (Competition)

Solution	What Job It Does	Where It Falls Short
{product/workaround}	{what need it serves}	{unmet need}

Solution	What Job It Does	Where It Falls Short
{product/workaround}	{what need it serves}	{unmet need}

Forces of Progress

Push: {what's driving them away from current solutions}
Pull: {what attracts them to new solutions}
Anxiety: {what holds them back from switching}
Habit: {what keeps them using current solutions}

Push: {what's driving them away from current solutions}
Pull: {what attracts them to new solutions}
Anxiety: {what holds them back from switching}
Habit: {what keeps them using current solutions}

Unmet Needs & Opportunities

{unmet need} → {opportunity}

undefined

{unmet need} → {opportunity}

undefined

Examples

示例

Correct Application

正确应用

Scenario: JTBD for Airbnb

The Job: "When I'm planning a trip and want a local experience, I want to stay in a real neighborhood, so I can feel like I belong there rather than being a tourist."

Real competition: Not just hotels — also hostels, staying with friends, and even NOT traveling (because hotels feel too "touristy" to be worth it). Airbnb's real competition for this job includes anything that provides "local belonging experience" ✓

场景： Airbnb的JTBD分析

核心任务："当我计划旅行并想要体验当地生活时，我希望住在真实的社区里，这样我就能感觉自己属于那里，而非只是一名游客。"

真正的竞争对手：不仅仅是酒店——还包括旅社、住在朋友家，甚至是“不旅行”（因为酒店过于“商业化”，不值得出行）。Airbnb在这项任务上的真正竞争对手包括所有能提供“本地归属感体验”的事物 ✓

Incorrect Application

错误应用

"The job is to use our app" → Product-centric, not customer-centric. Violates Iron Law.

"任务是使用我们的应用" → 以产品为中心，而非以客户为中心。违反了铁律。

Gotchas

注意事项

Jobs are stable, solutions change: "Get from A to B quickly" has been the same job for centuries. Solutions changed from horses to cars to ride-sharing. Design for the job, not the current solution.
One product can serve multiple jobs: Coffee is hired for "wake up" (morning), "social bonding" (café meeting), and "productive break" (afternoon slump). Different situations, different jobs, different competitors.
Don't confuse needs with solutions: "I need a faster horse" is a solution. "I need to get there faster" is a need. Dig deeper.
Emotional and social jobs are often more important than functional: People buy premium coffee not just for caffeine (functional) but for self-care (emotional) and status (social).

任务是稳定的，解决方案是变化的："快速从A地到B地"这个任务几个世纪以来从未改变。解决方案却从马匹变成汽车，再到共享出行。要围绕任务进行设计，而非局限于当前的解决方案。
一款产品可以服务多个任务：咖啡被“雇佣”来完成“提神醒脑”（晨间）、“社交联结”（咖啡馆会面）和“高效休息”（午后犯困）等不同任务。不同情境对应不同任务，竞争对手也不同。
不要混淆需求与解决方案："我需要一匹更快的马"是解决方案。"我需要更快到达目的地"是需求。要深入挖掘本质。
情感性和社会性任务往往比功能性任务更重要：人们购买高端咖啡不仅仅是为了咖啡因（功能性），更是为了自我关怀（情感性）和身份地位（社会性）。

References

参考资料

For switch interview methodology, see
```
references/switch-interviews.md
```

关于转换访谈方法论，请参阅
```
references/switch-interviews.md
```