---
title: "Jobs to be Done Canvas"
description: "Creates a Jobs to be Done canvas capturing the functional, emotional, and social dimensions of a customer job. Use when deeply understanding customer motivations, designing for jobs, or reframing product positioning."
generated: true
source: scripts/generate-skill-pages.py
tags:
  - Define
  - problem-framing
---

:::note[Quick facts]
**Phase:** Define | **Version:** 2.0.0 | **Category:** problem-framing | **License:** Apache-2.0
:::

**Try it:** `/jtbd-canvas "Your context here"`

A Jobs to be Done (JTBD) canvas captures the complete picture of why customers "hire" products to make progress in their lives. Based on Clayton Christensen's framework, JTBD goes beyond features and demographics to understand the underlying motivations.functional, emotional, and social.that drive customer behavior.

## When to Use

- When deeply researching customer motivations before building
- To reframe product positioning around customer progress
- When existing personas feel too surface-level or demographic
- During competitive analysis to identify why customers switch
- When designing marketing messages that resonate
- To align team on who the customer really is and what they need

## How to Use

Use the `/jtbd-canvas` slash command:

```
/jtbd-canvas "Your context here"
```

Or reference the skill file directly: `skills/define-jtbd-canvas/SKILL.md`

## Instructions

When asked to create a JTBD canvas, follow these steps:

1. **Identify the Job Performer**
   Define who is doing this job. Go beyond demographics to capture the circumstance they're in. The same person can have different jobs in different situations.

2. **Articulate the Circumstance**
   Describe when and where this job arises. Jobs are triggered by specific situations. Understanding context helps predict when customers will seek a solution.

3. **Write the Job Statement**
   Use the format: "When [situation], I want to [motivation], so I can [desired outcome]." The job statement captures the core progress the customer seeks.

4. **Define the Functional Job**
   What is the practical task the customer needs to accomplish? This is the tangible, measurable part of the job. Be specific about what "done" looks like.

5. **Capture the Emotional Job**
   How does the customer want to feel during and after the job? Emotional jobs often drive decisions more than functional ones. Include both desired feelings and feelings to avoid.

6. **Identify the Social Job**
   How does the customer want to be perceived by others? Social jobs relate to status, identity, and relationships. Not all jobs have strong social dimensions.

7. **Map Competing Solutions**
   What are customers currently "hiring" to do this job? Include direct competitors, indirect alternatives, and non-consumption (doing nothing). Understanding current solutions reveals what to compete against.

8. **Define Hiring Criteria**
   What makes customers choose one solution over another? What are the "must haves" vs. "nice to haves"? This informs positioning and prioritization.

## Output Template

# Jobs to be Done Canvas: [Job Name]

## Job Overview

**Job Title:** [Short name for this job]
**Date:** [When canvas was created]
**Author:** [Who created this]
**Research Basis:** [What research informed this: interviews, surveys, observation, etc.]

---

## Job Performer

**Who:** [Description of the person in this situation]

**Key Characteristics:**
- [Relevant characteristic 1]
- [Relevant characteristic 2]
- [Relevant characteristic 3]

**Not Defined By:**
<!-- What demographics or attributes are NOT defining factors -->
- [Attribute that doesn't matter]
- [Attribute that doesn't matter]

---

## The Circumstance

**When does this job arise?**
<!-- Specific trigger or situation -->

[Description of the triggering circumstance]

**Where does this happen?**

[Physical or digital context]

**Frequency:**

[How often does this job arise: daily, weekly, monthly, occasionally]

**Urgency:**

[How urgent is the job when it arises: immediate, can wait, flexible]

---

## Job Statement

> **"When** [specific situation or trigger], **I want to** [motivation/action], **so I can** [desired outcome/progress]**."**

---

## Functional Job

**What is the practical task to accomplish?**

[Description of the tangible outcome]

**Definition of "Done":**
<!-- What does successful completion look like? -->

- [Success criterion 1]
- [Success criterion 2]
- [Success criterion 3]

**Key Steps in the Job:**
<!-- The process the customer goes through -->

1. [Step 1]
2. [Step 2]
3. [Step 3]
4. [Step 4]

**Functional Pains:**
<!-- What makes this job difficult functionally -->

- [Pain point 1]
- [Pain point 2]
- [Pain point 3]

---

## Emotional Job

**How do they want to feel?**

| Desired Feeling | Why It Matters |
|-----------------|----------------|
| [Feeling 1] | [Explanation] |
| [Feeling 2] | [Explanation] |
| [Feeling 3] | [Explanation] |

**How do they want to avoid feeling?**

| Feeling to Avoid | Current Trigger |
|------------------|-----------------|
| [Feeling 1] | [What causes this feeling now] |
| [Feeling 2] | [What causes this feeling now] |
| [Feeling 3] | [What causes this feeling now] |

**Emotional Pains:**
<!-- What causes negative emotions in current solutions -->

- [Emotional pain 1]
- [Emotional pain 2]

---

## Social Job

**How do they want to be perceived?**

| Desired Perception | By Whom |
|--------------------|---------|
| [Perception 1] | [Audience] |
| [Perception 2] | [Audience] |

**What perception do they want to avoid?**

| Perception to Avoid | By Whom |
|---------------------|---------|
| [Perception 1] | [Audience] |
| [Perception 2] | [Audience] |

**Social Context:**
<!-- Who else is involved or observing -->

- [Social factor 1]
- [Social factor 2]

---

## Competing Solutions

**What do customers currently "hire" for this job?**

| Solution Type | Solution | Strengths | Weaknesses |
|---------------|----------|-----------|------------|
| Direct Competitor | [Product] | [What it does well] | [Where it falls short] |
| Indirect Alternative | [Product/behavior] | [What it does well] | [Where it falls short] |
| Non-consumption | [Doing nothing/workaround] | [Why they choose this] | [Cost of this choice] |
| DIY/Manual | [Manual process] | [Why they choose this] | [Cost of this choice] |

**Why Do They Switch?**
<!-- What causes customers to fire one solution and hire another -->

- [Switch trigger 1]
- [Switch trigger 2]

**Why Do They Stay?**
<!-- What keeps customers with current solutions despite problems -->

- [Inertia factor 1]
- [Inertia factor 2]

---

## Hiring Criteria

**Must-Have (Table Stakes):**
<!-- Non-negotiable requirements -->

- [Requirement 1]
- [Requirement 2]
- [Requirement 3]

**Differentiators (Decision Drivers):**
<!-- What tips the decision between options -->

- [Differentiator 1]
- [Differentiator 2]
- [Differentiator 3]

**Nice-to-Have:**
<!-- Appreciated but not essential -->

- [Nice-to-have 1]
- [Nice-to-have 2]

---

## Insights and Implications

**Key Insight 1:** [Insight]
- Product Implication: [What to build/change]

**Key Insight 2:** [Insight]
- Product Implication: [What to build/change]

**Key Insight 3:** [Insight]
- Product Implication: [What to build/change]

---

## Supporting Quotes

<!-- Verbatim quotes from research that illustrate the job -->

> "[Quote 1]" . [Source]

> "[Quote 2]" . [Source]

> "[Quote 3]" . [Source]

---

## Questions for Further Research

- [Question 1]
- [Question 2]
- [Question 3]

---

*This canvas should be validated and updated as you learn more about customers.*

## Example Output

<details>
<summary>Jobs to be Done Canvas: Weeknight Dinner Decision</summary>

# Jobs to be Done Canvas: Weeknight Dinner Decision

## Job Overview

**Job Title:** Weeknight Dinner Decision
**Date:** January 2026
**Author:** Product Team
**Research Basis:** 12 in-depth interviews with parents who cook 4+ weeknight dinners, observation of 5 dinner prep sessions, 200 survey responses

---

## Job Performer

**Who:** A parent who is primarily responsible for feeding their family on weeknights

**Key Characteristics:**
- Has at least one child living at home
- Works (full-time, part-time, or manages household full-time)
- Cooks dinner at home 4+ times per week
- Feels time pressure between end of workday and dinner time

**Not Defined By:**
- Gender (53% women, 47% men in our research)
- Specific age range
- Cooking skill level (novice to experienced)
- Income level (job exists across economic spectrum)

---

## The Circumstance

**When does this job arise?**

Between 4pm and 6pm on weekdays, when the parent realizes they need to figure out dinner. Often triggered by: leaving work, picking up kids, or realizing nothing is defrosted. The "what's for dinner?" question from family members is a secondary trigger.

**Where does this happen?**

Often mentally starts in the car or during commute. Physical planning/shopping can happen at work (online ordering), in the kitchen (checking pantry), or at the grocery store.

**Frequency:**

5 times per week, every week. This is a persistent, recurring job.

**Urgency:**

High urgency.there's a hard deadline (hungry family) and the window to decide narrows as time passes. By 5pm, options become limited.

---

## Job Statement

> **"When** I'm mentally or physically exhausted at the end of my workday and realize I need to feed my family dinner, **I want to** quickly decide on a meal that everyone will eat and I can actually make, **so I can** get food on the table without stress and feel like I'm taking care of my family."

---

## Functional Job

**What is the practical task to accomplish?**

Identify a dinner option, ensure ingredients are available or obtainable, and prepare food that is ready to eat within 45-60 minutes of starting.

**Definition of "Done":**

- Family is eating a meal together (or at least eating, even if not together)
- Meal is reasonably nutritious (not just snacks)
- Everyone has something they'll actually eat
- Cleanup is not overwhelming

**Key Steps in the Job:**

1. Realize dinner decision needs to be made
2. Assess what's available (fridge, pantry, time)
3. Consider constraints (dietary, preferences, energy)
4. Decide on a meal
5. Acquire any missing ingredients (or adjust plan)
6. Prepare the meal
7. Serve and (hopefully) eat together

**Functional Pains:**

- Decision fatigue after a long day
- Not knowing what's in the fridge/pantry without checking
- Recipe requires ingredient not on hand
- Kids reject what's made after it's too late to pivot
- Recipes require more time/energy than available

---

## Emotional Job

**How do they want to feel?**

| Desired Feeling | Why It Matters |
|-----------------|----------------|
| Confident | Know the meal will work out.no anxiety about failure |
| Calm | Peaceful transition from work to home, not frantic |
| In control | Having a plan reduces chaos of the "witching hour" |
| Proud | Providing good food for family feels like caregiving |
| Present | Able to be with family, not stressed about cooking |

**How do they want to avoid feeling?**

| Feeling to Avoid | Current Trigger |
|------------------|-----------------|
| Guilty | Ordering takeout again, feeding kids "junk" |
| Overwhelmed | Too many decisions after a mentally draining day |
| Like a failure | Kids won't eat what's made, food is burned/bad |
| Invisible | No one appreciates the effort that goes into dinner |
| Rushed | Racing against the clock, cutting corners |

**Emotional Pains:**

- The dread that starts building around 3pm: "What am I going to make?"
- Feeling judged (by self or partner) when opting for easy/processed options
- Shame when comparing self to curated social media meal posts

---

## Social Job

**How do they want to be perceived?**

| Desired Perception | By Whom |
|--------------------|---------|
| A parent who has it together | Spouse/partner |
| Someone who cares about family health | Children (eventually) |
| Capable adult who can manage household | Self, extended family |
| Not "that parent" who only does fast food | Other parents, society |

**What perception do they want to avoid?**

| Perception to Avoid | By Whom |
|---------------------|---------|
| Lazy or not trying | Spouse/partner, in-laws |
| A bad provider | Self (internalized) |
| Incompetent | Co-workers (if discussed) |
| Someone who doesn't prioritize family | Extended family |

**Social Context:**

- Partner's expectations and involvement vary (some share load, some don't)
- Kids' opinions are vocal and influential (but often nutritionally unwise)
- Social media creates comparison pressure ("look at this bento box")
- Cultural expectations about "proper" home-cooked meals

---

## Competing Solutions

**What do customers currently "hire" for this job?**

| Solution Type | Solution | Strengths | Weaknesses |
|---------------|----------|-----------|------------|
| Direct Competitor | Meal planning apps (Mealime, Paprika) | Organized recipes, shopping lists | Still requires decision-making, often ignored |
| Direct Competitor | Meal kit services (HelloFresh, Blue Apron) | Ingredients delivered, decisions made | Expensive, still time to cook, waste |
| Indirect Alternative | Takeout/delivery | No effort, guaranteed edible | Expensive, unhealthy guilt, not "cooking" |
| Indirect Alternative | Rotisserie chicken + sides | Quick, cheap, family-friendly | Gets repetitive, feels like giving up |
| Non-consumption | "Fend for yourself" night | Zero effort | Guilt, nutritional concerns |
| DIY/Manual | Mental meal plan + handwritten list | Free, familiar | Forgetting, not consulted, loses list |

**Why Do They Switch?**

- Current solution stopped working (meal kit fatigue, budget constraints)
- Life stage change (new baby, kids' activities, job change)
- New Year / fresh start motivation
- Recommendation from trusted friend

**Why Do They Stay?**

- Switching cost of learning new system
- Already paid for subscription
- Fear new solution won't be better
- "Better the devil you know"

---

## Hiring Criteria

**Must-Have (Table Stakes):**

- Recipes must be achievable in 30-45 minutes
- Ingredients must be commonly available (no specialty stores)
- Must account for picky eaters (customizable or kid-friendly)
- Must integrate with how they actually shop (not separate trip)

**Differentiators (Decision Drivers):**

- Makes the decision for me (don't make me choose from 10,000 recipes)
- Knows what I have on hand / uses up what's there
- Learns family preferences over time
- Reduces cognitive load, not just recipe storage
- Adapts when plans change (Tuesday's chicken is now spoiled)

**Nice-to-Have:**

- Nutritional information
- Theme nights (Taco Tuesday integration)
- Integration with smart home devices
- Partner/family collaboration features

---

## Insights and Implications

**Key Insight 1:** The hardest part isn't cooking.it's deciding. By 5pm, mental energy is depleted and any decision feels hard. Solutions that require browsing and choosing from options fail at the moment of need.
- Product Implication: Make one strong recommendation rather than presenting options. "Here's what you should make tonight" beats "Here are 12 recipes you might like."

**Key Insight 2:** "What's in my kitchen" is the real constraint, not "what sounds good." Parents are willing to make almost anything if they know they have the ingredients and it's fast.
- Product Implication: Pantry tracking and "what can I make with what I have" is more valuable than recipe discovery.

**Key Insight 3:** The emotional weight of this job is underestimated. Parents carry real shame about dinner struggles. Solutions must reduce guilt, not add to it (e.g., "you should be meal planning on Sunday").
- Product Implication: Tone matters. No judgment, celebrate small wins, make "good enough" feel okay.

---

## Supporting Quotes

> "By 5pm, I literally cannot make another decision. I've made 400 decisions at work. Don't show me 50 recipes.just tell me what to make." . P4, working mom of 2

> "I'll open the meal planning app on Sunday with great intentions. By Tuesday, everything's gone off-script and I'm back to 'what's for dinner?'" . P7, dad of 3

> "I know I should meal plan, but when I actually look at those apps, I just feel worse about myself. Like I can't even do this basic adult thing." . P11, working mom of 1

> "The best nights are when I don't have to think. Someone just says 'we're having this' and I make it." . P2, stay-at-home dad of 2

---

## Questions for Further Research

- How do parents currently track what's in their kitchen? What's the friction there?
- At what point in the day is intervention most helpful? (Morning planning vs. afternoon reminder?)
- How much does partner involvement change the job? (Shared load vs. solo responsibility)
- What role do kids' preferences play at different ages?

---

*This canvas should be validated and updated as you learn more about customers.*

</details>

## Real-World Examples

See this skill applied to three different product contexts:

<details>
<summary>Storevine (B2B): Storevine B2B ecommerce platform . merchant email and tool-stack job-to-be-done for Campaigns</summary>

**Prompt:**

```
/jtbd-canvas

Project: Campaigns . native email marketing for Storevine merchants
Stage: Pre-PRD, grounding feature scope in JTBD framework before
engineering handoff

Job I want to map:
- The core job: merchant owner-operators "hiring" their ecommerce platform
  to run their business without managing a fragmented external tool stack
- Specific circumstance: merchant needs email re-engagement for existing
  customers but every tool they find requires a separate account, API
  setup, and data sync

Research basis:
- 8 merchant interviews (Jan 12 - 28, 2026) . direct quotes available
- Competitive analysis (Feb 2026): Klaviyo used by ~40% of active
  merchants [fictional]; Mailchimp by ~20% [fictional]
- Q4 exit survey: 22% churn cited "had to use a separate email tool"
  [fictional]

Need: full JTBD canvas with functional, emotional, and social job layers,
competing solutions, hiring criteria, and product implications. Will
inform v1 feature prioritization and GA messaging strategy.
```

---

**Output:**

# Jobs to be Done Canvas: Run Email Marketing Without Leaving Storevine

</details>

<details>
<summary>Brainshelf (Consumer): Brainshelf consumer PKM app . JTBD canvas for saved content re-engagement</summary>

**Prompt:**

```
/jtbd-canvas

the core job for the resurface feature. users save stuff to brainshelf
with the intent to read it later, but the act of saving satisfies the
intent . they never actually come back. so the real job isn't "save to
read later" (that job is already done by the save action), the real job
is "rediscover the things I saved that are still worth my time."

based on 7 user interviews (jan 2026). guilt pile is the emotional
dimension. social dimension: people want to seem well-read but their
library proves they're not.

competing solutions: readwise (expensive), browser bookmarks (no resurface),
doing nothing (guilt pile grows), raindrop.io (organize but no resurface).
```

---

**Output:**

# Jobs to be Done Canvas: Rediscover Saved Content Worth My Time

</details>

<details>
<summary>Workbench (Enterprise): "Workbench enterprise collaboration platform: Blueprints JTBD for ops managers enforcing documentation standards"</summary>

**Prompt:**

```
/jtbd-canvas

Product: Workbench Blueprints (enterprise doc templates with required sections and approval gates)
Stage: Define phase, post-discovery interviews

Job performer: Operations managers and team leads at enterprise companies (500-10,000 employees) who are responsible for ensuring documentation standards are followed across their teams. They are not the approvers (those are department heads) -- they are the middle layer who currently enforce standards manually.

Circumstance: When a new project kicks off, a compliance review is due, or a vendor onboarding begins, these managers need to ensure the team produces a complete, approved document before work proceeds. Currently they manually review documents for completeness -- a shadow approval role that takes ~3 hours/week [fictional].

Core job: Enforce documentation standards across the team without becoming the "docs police" -- without spending their time checking whether other people filled in every section.

Current solutions they "hire":
- Confluence templates (direct competitor) -- has templates but no enforcement; "docs graveyard" problem
- Notion (direct competitor) -- beautiful UX, zero governance; "flexibility over standards" philosophy
- SharePoint + email approval chains (indirect) -- separate tools stitched together; works but is slow and fragile
- Manual review by the manager themselves (non-consumption) -- the current workaround; reliable but time-consuming and resented

Key interview quotes to incorporate:
- P6: "I don't want to be the docs police. I want the tool to be the docs police." [fictional]
- P1: "Templates without enforcement are just suggestions with formatting." [fictional]
- P4: "If one tool did both -- the doc and the approval -- we'd move tomorrow." [fictional]

Stakeholders: Sandra C. (Head of Product), Tomás G. (Design Lead)
```

---

**Output:**

# Jobs to be Done Canvas: Enforce Documentation Standards Without Manual Policing

</details>

## Quality Checklist

Before finalizing, verify:

- [ ] Job statement follows "When... I want... so I can..." format
- [ ] Circumstance is specific (not just "anytime")
- [ ] Functional job describes tangible outcome
- [ ] Emotional job includes how customer wants to feel
- [ ] Competing solutions include non-obvious alternatives
- [ ] Insights are based on research, not assumptions

## Output Format

Use the template in `references/TEMPLATE.md` to structure the output.
