What’s Your Customer’s Secret Wish?

Ewuranna Smith-Quayson
13 min readJul 3, 2023

Unleashing the Power of the Jobs to Be Done Framework

Are you tired of endlessly searching for a solution to a problem, only to find yourself trapped in a maze of disappointment? It’s a frustrating experience that many of us have encountered at some point. The good news is there’s a framework that can help you understand what your customers truly want. And this can even be extended to employer-employee relationships as well. Let’s turn frustration into empowerment with the Jobs to Be Done framework.

Photo by Leohoho on Unsplash

In this article, we’ll challenge the norms of traditional market research. No more shallow demographics or surface-level insights. Instead, we’ll dive deep into the psychology of desire and unravel the intricate web of customer needs and aspirations.

By tapping into the Jobs to Be Done framework, you’ll gain a deep understanding of what truly motivates your customers. We’ll be going beyond their explicit demands and uncovering the underlying jobs they want to be done — functional, emotional, and social. Imagine having the power to create products and services that address those deep-seated needs, exceeding expectations and leaving your customers thrilled.

Prepare to challenge the status quo, embrace a new perspective, and unlock the secrets that will propel your business to new heights.

What is the Jobs to Be Done Framework?

The Jobs to Be Done framework is a way for companies to identify the jobs that customers hire products to accomplish. It is a revolutionary approach that transforms how businesses understand and meet customer needs. It goes beyond traditional market research methods, shifting the focus from product features and demographics to the underlying motivations that drive customer behavior. At its core, the framework recognizes that customers “hire” products or services to accomplish specific jobs in their lives. It focuses on the specific “jobs” that customers are trying to accomplish in their lives.

In essence, a “job” refers to a task, problem, or goal that customers are seeking to fulfill or solve.

Unlike conventional approaches that rely on broad market segments, the Jobs To Be Done Framework delves into the functional, emotional, and social jobs…



Ewuranna Smith-Quayson

I write about my experiences, lessons, discoveries, stories I make up in my head, business stories and “how to” pieces. [Web Developer & Automation Lead by day]