The Jobs-to-be-Done Canvas

The Jobs-To-Be-Done Canvas is a tool to help product, marketing, and strategy teams learn about Jobs-to-be-Done Theory and Outcome-Driven Innovation. It provides a framework to analyze markets, identify opportunities for growth, and create a common language for innovation. Product teams can use the canvas to establish a hypothesis about a market of interest and refine it through a rigorous execution of the ODI process. The canvas should be used in a workshop setting facilitated by an internal innovation champion who is well-versed in the process. By defining the customer group, core functional job-to-be-done, consumption, related, and emotional jobs, and desired outcomes, product teams can better position existing products, improve products, and develop new products or complementary services.