Most journey maps end up admired in a workshop and then quietly forgotten. The problem is rarely the effort that went in, it is that the map shows what people do without explaining why. This post covers how building maps on Jobs to be Done and Switching Forces can turn a static artefact into a working tool teams actually use, drawing on a recent project experience.

We recently helped a client turn their Ideal Customer Profiles from flat, two-dimensional descriptions into rich, empathy-led personas their sales and marketing teams could actually use. This guide shows how Jobs-to-be-Done and segmentation take an ICP beyond who to target and into why a buyer moves, and how to win them.

Despite good intentions, User Personas often fall short of ambitions — lacking both the empathy to inspire meaningful inspiration and the clarity to guide confident decision-making. But Personas as a concept are not lacking, its all down to execution and effort. Read our guide for creating human-centred, outcome-focused User Personas that boost empathy and drive action.

The Switching Forces framework, originally developed by Bob Moesta and the Rewired Group, builds upon the Jobs to Be Done (JTBD) framework by providing a structured way to understand why people switch from one product, service, or behaviour to another. While JTBD uncovers the deeper motivations behind why customers ‘hire’ a product, the Switching Forces Model systematically breaks down the specific drivers and barriers that promote or impede change.

Jobs-to-be-Done (JTBD) is a powerful, human-centred framework that helps brands Create, Launch, and Grow compelling propositions, products, and experiences. In this guide, we explore the research methods and frameworks that we would typically use to discover and activate Jobs-to-be-Done.