Jobs to be Done (JTBD)
Bob Moesta's Jobs to be Done (JTBD) framework is a highly structured, demand-side methodology for understanding customer switching decisions and purchase motivations. Co-created with Clayton Christensen at Harvard Business School, the framework is built on the core insight that people 'hire' products to make progress in specific circumstances. The methodology includes several prescriptive frameworks: (1) Forces of Progress - a four-force diagnostic model identifying Push of Situation (dissatisfaction with current state), Pull of New Idea (attraction to new solution), Anxiety of New Solution (c
“I've been trying to apply Jobs to be Done (JTBD) but I'm not sure where to start.”
Jobs to be Done (JTBD)
Bob Moesta's Jobs to be Done (JTBD) framework is a highly structured, demand-side methodology for understanding customer switching decisions and purchase motivations. Co-created with Clayton Christensen at Harvard Business School, the framework is built on the core insight that people 'hire' products to make progress in specific circumstances. The methodology includes several prescriptive frameworks: (1) Forces of Progress - a four-force diagnostic model identifying Push of Situation (dissatisfaction with current state), Pull of New Idea (attraction to new solution), Anxiety of New Solution (concerns about switching), and Habit of Present (inertia keeping them with current solution); (2) Switch Interview - a structured, contrarian interview methodology using 'layers of language' technique to uncover deep motivations without discussion guides; (3) Timeline Mapping - systematic reconstruction of the customer journey from First Thought through Passive Looking, Active Looking, Deciding, Fi
Jobs to be Done (JTBD)
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Watch the methodology work.
Two specimens from a single real session: the full transcript and the skill answering live in the channel where the work happens.
The same skill, where the work happens.
No new app to learn. The methodology runs over the WhatsApp Business API, so the answer lands as a reply in the thread you’re already in — same rigour, zero context-switch.
What it does, specifically.
Each capability is a distinct move drawn straight from the source methodology — not a generic assistant guessing.
Guide users through structured Switch Interview process with dynamic questioning
Help analyze interview transcripts to identify and map Forces of Progress
Create visual Forces diagrams showing push/pull/anxiety/habit relationships
Coach Timeline reconstruction from first thought to ongoing use
Support Job Statement synthesis at optimal abstraction level
Graded before it shipped.
Every skill is scored against independent scenarios for methodology fidelity before it goes live — not vibes, a rubric.
Forces of Progress Diagram
Four-quadrant visual showing Push, Pull, Habit, and Anxiety for a specific switching decision, with customer language and relative force strength
Customer Timeline Map
Six-phase chronological journey from First Thought to Ongoing Use, with dates/durations and trigger events at each transition
Job Statement Card
Clustered, actionable job extracted from interview data in Moesta's format: 'When [struggling moment], help me [progress], so I can [outcome]'
Grounded in the original work.
Every answer traces back to a real source and the practitioner who wrote it — not a secondhand summary. Here is the source of record.
Bob Moesta
Jobs to be Done by Bob Moesta represents an exceptional skill candidate scoring highly across all evaluation criteria. The methodology is highly prescriptive with specific named frameworks (Forces of Progress, Switch Interview, Timeline Mapping, Eight Elements), making it repeatable across different contexts and industries. It produces concrete, tangible outputs including visual diagrams, timeline maps, and structured job statements. Bob Moesta has exceptional teaching presence through books, co
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