MAPS Intelligence

Jobs to Be Done

The job the customer wants done. Not the product.

Nobody buys a suit: they buy a first day in the new role that went well. Jobs to Be Done starts from the real “job” the customer is trying to get done — the moment that triggers it, the transformation they want, how they want to feel and how they want to be seen — and builds the campaign around the outcome, not the features.

The example is a men’s tailoring brand that wants to speak to young professionals: names and brands have been changed.

The method

Six concepts,
three dimensions of the job.

The concepts aren’t six variations of the same message: they cover three different ways of telling the job. So, even before developing, you see which door works.

2

Trigger

The moment of need: the promotion, the wedding, the new season. The campaign shows up when the job kicks in.

2

Transformation

The before and after: from guessing your size online to the perfect suit in three weeks.

2

Emotional / Social

How the person doing the job wants to feel and be seen: confident, recognized, part of something.

When to use it

  • When you want to communicate the value buyers perceive, not a list of features.
  • When there are specific moments that trigger the purchase, and you want to be there.
  • In B2B the job belongs to the decision-maker: securing supply, fulfilling orders, protecting margin.
The analysis

The main job,
and two alternatives.

For each job MAPS writes the statement (“when… I want… so I can…”), the functional, emotional and social dimensions, the situation that triggers it, the solutions the customer uses today and the needs still unmet. Each job has a score; one is recommended, but you choose the focus, and the concepts follow it.

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Job Analysis: recommendation, main job with statement and dimensions, alternative jobs
The concepts

Two triggers, two transformations,
two emotional.

“Promotion ahead? Dress for the future” hooks into the moment of promotion; “From doubt to second skin” tells the before and after; “The code of the elite” works on belonging. Each with headline, channels, differentiation and risk — and the button to test it with synthetic users.

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Six JTBD concepts by dimension, with differentiation and risk
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The Methodology tab: job story with situation, motivation, expected outcome and narrative
The development

The job story,
in the Methodology tab.

The development of a JTBD concept carries its job story: the situation, the motivation, the expected outcome — and the campaign narrative that stages them, from the promotion email to the fitting in the boutique.

Alongside, the other tabs of every development: Master Copy, Channels, Art Direction, Execution.

Working with AI

The first draft,
you write it together.

The development is a draft to work on, not a verdict. Open Collaborate and reason with it as you would with a colleague: ask why, ask for changes. Here, on the concept “The ritual of the thread”, first a question about the visual metaphor, then a request about the headline.

Collaborate on the development
You are working on: Art Direction
Why this visual metaphor? Does it work for a young professional?
The golden thread metaphor evokes the connection between artisanal tradition and digital innovation, an idea that resonates with young professionals who value authenticity and technology. The thread, a symbol of continuity and of a journey, speaks to their desire for meaningful stories behind every garment.
You are working on: Master Copy
Make the headline more direct: six words max, and keep two alternatives for me.
I cut the headline down to five words and provided two equally concise alternatives.
Collaborate: the question about the visual metaphor, the shortened headline, the new v.2
The headline goes from “The thread that unites” to “The thread that dresses you”, with two alternatives. v.1 stays there.

A question gets an answer and the document stays as it is. A change request touches only the open tab and creates a new version: the earlier ones stay, and you can go back with one click.

And then

Test, production, prototype.
As with every method.

Customers don’t buy a product.
They hire something to do a job.