What is a job story?
A sentence in the shape: when [situation], the buyer wants [motivation], so they can [outcome]. The product name is optional and usually too early.
Available now
Jobs to be done template
Draft jobs-to-be-done statements and map the four forces to explore in customer interviews.
Not sure what to enter? Start with a complete example.Fill the form in one click, run it as-is, or edit the example into your own business.
What you sell, in the buyer's words.
The role and company type you sell to.
What is happening in the buyer's world at the moment they start looking for a solution.
Objections or complaints in the buyer's own words. One per line.
Evidence-based rules
Example output
Illustration: when a Monday morning shows a stack of no-shows, the practice manager wants reminders sent without a second tool, so the front desk can keep the day. The jobs to be done template stores that story. It is an illustration until a real interview confirms it.
How to use it
- Write the situation that starts the job, not the product feature.
- Add the outcome the buyer would notice if the job is done.
- Run the jobs to be done template and reject any line that names your feature first.
- Feed the job into the B2B buyer persona so the persona has work to do, not only a demographic.
FAQ
How many jobs should I write?
One primary job. Extra jobs often describe other buyers. Give those buyers their own stories.
Is JTBD a replacement for a persona?
No. The job is the work. The persona is the person in a buying situation. Link them, and do not pick only one.
Related tools
Persona BuilderBuild a marketing persona with goals, pains, objections, and where they pay attention.Pain Point AnalyzerRank pain points by the signals that predict whether anyone will pay to fix them.Voice of Customer AnalyzerTurn raw customer feedback into ranked themes, customer quotes, and messaging angles.Value Proposition BuilderWrite a value proposition for the homepage, an ad, and a sales conversation, and see which proof is still missing.