Jobs-To-Be-Done (JTBD) Framework: A Deep Dive

In this episode we speak with Jim Kalbach – author, speaker, chief evangelist at MURAL, and author of 3 books including The Jobs To Be Done Playbook – about how to use the Jobs-To-Be-Done Framework to drive better marketing performance and growth.


You’re listening to The Growth Manifesto Podcast, a Zoom video series brought to you by Webprofits – a digital growth consultancy that helps global and national businesses attract, acquire, and retain customers through digital marketing.

Hosted by Alex Cleanthous.


  • 00:00:27 Jim Kalbach’s introduction
  • 00:01:05 Defining jobs to be done
  • 00:08:20 The process of identifying a job
  • 00:10:38 Jim explains market segments
  • 00:11:35 The traditional segmentation
  • 00:16:07 Example of a job statement for people attend conferences
  • 00:27:12 The hierarchy of jobs
  • 00:33:08 The difference between the persona technique and jobs to be done
  • 00:38:36 The correct way to ensure a successful implementation of JTBD framework
  • 00:44:48 What does it take for a company to use imagination in decision-making?
  • 00:41:29 How to contact Jim Kalbach

Adrian Clark

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