Do You Really Know
Why Customers Buy?
Discover the gaps in your customer understanding with the Jobs To Be Done Discovery Diagnostic.
25-35 minutes for crystal clarity
What You'll Discover
This isn't a quiz. It's a strategic mirror that reveals what you know, what you don't, and what's costing you customers.
The Four Forces
Understand what pushes customers away from their status quo and pulls them toward solutions — and what holds them back.
Job Definition Clarity
Discover whether you truly understand the functional, emotional, and social dimensions of your customer's job.
Evidence Gaps
Audit the depth of your customer research and identify what insights you're missing.
Built on the Jobs To Be Done Framework
Developed by Clayton Christensen at Harvard and refined by practitioners like Bob Moesta, JTBD is the framework behind some of the most successful product decisions in history.
The famous McDonald's milkshake study revealed that customers weren't buying a milkshake — they were hiring something to make their commute less boring and keep them full until lunch.
"People don't buy products. They hire them to make progress in a specific situation."
Companies That Transformed With JTBD
From startups to Fortune 500s, these organizations used Jobs To Be Done thinking to unlock breakthrough growth.
Transformed from one-product-for-everything into four distinct products, each solving a specific job. Quadrupled website traffic and added 3x revenue.
The insight: JTBD revealed customers weren't using all features—they had four distinct jobs.
'You're Not You When You're Hungry' increased global sales 15.9% and grew market share in 56 of 58 markets—without changing the product.
The insight: The job wasn't 'eat candy'—it was 'restore normal behavior when hangry.'
Animal Nutrition business outpaced all competitors after years of technically successful but commercially disappointing product launches.
The insight: The job farmers were hiring for wasn't what they assumed.
A 30-year-old 'unsexy' fax company was reframed from 'fax services' to 'secure health information transfer.' Tripled growth.
The insight: Redefining the market by the job—not the product—unlocked massive value.
Large peanut butter cups were declining. JTBD revealed the job was 'snacking' not 'dessert'—but the product was too messy.
The insight: Mini cups were born from understanding the snacking context.
Storyboarded 45 emotional moments in the booking journey. This JTBD thinking drove 'Belong Anywhere' and word-of-mouth growth.
The insight: Competing on experience, not amenities or price.
McDonald's Milkshakes — Where JTBD Began
McDonald's wanted to sell more milkshakes. Traditional research said "make them thicker, cheaper, more flavors." JTBD research found morning commuters were "hiring" milkshakes to make a boring drive less boring and stay full until lunch. The real competitors weren't other shakes—they were bananas and bagels.
This insight changed how we think about competition and customer motivation forever.
Ready to Discover What You're Missing?
In the next 30 minutes, you'll gain crystal clarity on your customer understanding that most companies never achieve.