Klearyon

    Workshop · Discovery

    JTBD Synthesis

    Turn raw interviews into job statements you can design around.

    90 minPM + designer + 1 interviewerIntermediate

    Overview

    Why run this workshop

    What is this workshop?

    Turn raw customer interviews into sharp Job-to-be-Done statements you can design and message against.

    Why is it valuable?

    JTBD reframes products around progress the customer is trying to make — the only thing that survives when features change.

    When should you use it?

    After you have 5+ customer interviews or call transcripts.

    What will you achieve?

    2–4 signed-off job statements in the canonical form.

    Workshop flow

    How the session unfolds

    1. 1
    2. 2
    3. 3
    4. 4
    5. 5
    6. 6
    7. 7

    Workshop guide

    Facilitator playbook

    01Prepare· 15 min

    Objective

    Line up transcripts.

    Expected output

    A verbatim wall.

    Instructions

    • · Pull verbatim quotes onto stickies — one quote per sticky.
    02Brainstorm· 10 min

    Objective

    Silent read.

    Expected output

    Shared context.

    Instructions

    • · Everyone reads the wall quietly.
    03Share· 10 min

    Objective

    Call out surprising quotes.

    Expected output

    Highlighted signal.

    Instructions

    • · Star the 10 most surprising verbatims.
    04Group· 20 min

    Objective

    Silent cluster.

    Expected output

    3–6 clusters.

    Instructions

    • · No talking. Move quotes into clusters. Re-cluster freely.
    05Discuss· 15 min

    Objective

    Name each cluster as a job.

    Expected output

    Named jobs.

    Instructions

    • · Form: "When [situation], I want to [motivation], so I can [outcome]."
    06Vote· 5 min

    Objective

    Pick the primary job.

    Expected output

    One primary job.

    Instructions

    • · Dot vote.
    07Wrap-up· 10 min

    Objective

    Sharpen the statements.

    Expected output

    2–4 shippable job statements.

    Instructions

    • · Kill hedging words. Read aloud. Assign an owner to each job.

    Practice exercise

    Apply it now

    Practice worksheet

    Job Statements

    Your answers live in your browser during this session. Saving to your project is coming soon.

    Completed example

    What good looks like

    Completed example

    Milkshake (Clayton Christensen)

    Job

    "When I have a long boring commute, I want something to keep one hand and my mouth busy, so I can arrive at work not hungry and not bored."

    Why it works

    • · Situation is specific.
    • · Outcome is measurable.
    • · Reframes a milkshake against bagels, bananas, coffee — not other milkshakes.

    Best practices

    Do this, avoid that

    Do

    • One verbatim per sticky, never two.
    • Silent cluster — no naming until clusters are stable.
    • If you can't find a verbatim to back a job, run more interviews.

    Avoid

    • Writing jobs before clustering.
    • Turning a feature request into a job.
    • Skipping the "so I can" outcome.

    Deliverables

    What participants leave with

    • 2–4 job statements
    • Cluster map with verbatims
    • Owner per job

    Continue learning

    Where to go next

    Related frameworks

    Frameworks library
    Strategy Academy

    Related workshops

    Customer Interview Script
    Open · jobs · pains · alternatives · close — with prompts.
    Value Proposition Canvas
    Customer jobs/pains/gains ↔ products/pain relievers/gain creators.
    Empathy Map
    Says, Thinks, Does, Feels — for one persona.

    Academy lessons

    Jobs to be Done
    The functional, emotional and social jobs customers hire your product for.