---
title: Define value propositions using Jobs-to-be-Done framework and product-market fit canvas
category: strategy
impact: HIGH
impactDescription: "Ensures customer-first strategy using Jobs-to-be-Done framework and value proposition canvas for product-market fit"
tags: jtbd, value-proposition, product-market-fit, customer-jobs
---

# Value Proposition & Jobs-to-be-Done

## Jobs-to-be-Done (JTBD) Framework

People don't buy products -- they hire them to do specific jobs.

### JTBD Statement Format

```
When [situation], I want to [motivation], so I can [expected outcome].
```

**Example:**
```
When I'm commuting to work, I want to catch up on industry news,
so I can appear informed in morning meetings.
```

### Job Dimensions

| Dimension | Description | Example |
|-----------|-------------|---------|
| **Functional** | Practical task to accomplish | "Transfer money to a friend" |
| **Emotional** | How user wants to feel | "Feel confident I didn't make a mistake" |
| **Social** | How user wants to be perceived | "Appear tech-savvy to peers" |

### JTBD Discovery Process

```markdown
## Step 1: Identify Target Customer
- Who struggles most with this job?
- Who pays the most to get this job done?

## Step 2: Define the Core Job
- What is the customer ultimately trying to accomplish?
- Strip away solutions -- focus on the outcome

## Step 3: Map Job Steps
1. Define what success looks like
2. Locate inputs needed
3. Prepare for the job
4. Confirm readiness
5. Execute the job
6. Monitor progress
7. Modify as needed
8. Conclude the job

## Step 4: Identify Pain Points
- Where do customers struggle?
- What causes anxiety or frustration?
- What workarounds exist?

## Step 5: Quantify Opportunity
- Importance: How important is this job? (1-10)
- Satisfaction: How satisfied with current solutions? (1-10)
- Opportunity = Importance + (Importance - Satisfaction)
```

## Value Proposition Canvas

### Customer Profile (Right Side)

```
+-------------------------------------+
|         CUSTOMER PROFILE            |
|  JOBS                               |
|  * Functional jobs (tasks)          |
|  * Social jobs (how seen)           |
|  * Emotional jobs (how feel)        |
|                                     |
|  PAINS                              |
|  * Undesired outcomes               |
|  * Obstacles                        |
|  * Risks                            |
|                                     |
|  GAINS                              |
|  * Required outcomes                |
|  * Expected outcomes                |
|  * Desired outcomes                 |
|  * Unexpected outcomes              |
+-------------------------------------+
```

### Value Map (Left Side)

```
+-------------------------------------+
|           VALUE MAP                 |
|  PRODUCTS & SERVICES                |
|  * What we offer                    |
|  * Features and capabilities        |
|                                     |
|  PAIN RELIEVERS                     |
|  * How we eliminate pains           |
|  * Risk reduction                   |
|  * Cost savings                     |
|                                     |
|  GAIN CREATORS                      |
|  * How we create gains              |
|  * Performance improvements         |
|  * Social/emotional benefits        |
+-------------------------------------+
```

### Fit Assessment

| Fit Level | Description | Action |
|-----------|-------------|--------|
| **Problem-Solution Fit** | Value map addresses jobs/pains/gains | Validate with interviews |
| **Product-Market Fit** | Customers actually buy/use | Measure retention, NPS |
| **Business Model Fit** | Sustainable unit economics | Track CAC, LTV, margins |

## Key Principles

| Principle | Application |
|-----------|-------------|
| **Customer-first** | Start with jobs, not features |
| **Evidence-based** | Validate assumptions with data |
| **Strategic alignment** | Every initiative serves the mission |
| **Reversible decisions** | Prefer options that preserve flexibility |

**Incorrect — Feature-focused instead of job-focused:**
```markdown
Value Proposition:
"Our app has AI, real-time sync, and dark mode"
```

**Correct — JTBD-based value proposition:**
```markdown
Jobs-to-be-Done:
When I'm commuting to work,
I want to catch up on industry news,
so I can appear informed in morning meetings.

Value Proposition:
"Get curated industry insights in 5-minute audio briefs,
perfectly timed for your commute"
```
