Behavioral Strategy vs Jobs to Be Done (JTBD)
Definition. Jobs to Be Done (JTBD) is a framing approach that describes what “job” a person is trying to get done (the progress they seek) in a context. Behavioral Strategy is a discipline that selects a target behavior, validates feasibility in real context, and designs systems around that behavior to achieve Behavior Market Fit.
From Behavioral Strategy, developed by Jason Hreha.
Quick decision rule
Use JTBD to clarify the problem and context (“what progress are they trying to make?”).
Use Behavioral Strategy to translate that job into a specific behavior and validate whether the population can and will perform it.
Comparison table
| Dimension | JTBD | Behavioral Strategy |
|---|---|---|
| Primary question | What progress are they trying to make? | What behavior should we target, and will it work? |
| Unit of analysis | Job, circumstances, outcomes | Behavior (population, action, context, window) |
| Strength | Problem framing and segmentation by context | Feasibility gating (BFA/BMF) and measurement discipline |
| Common outputs | Job statements, forces, desired outcomes | Target behavior spec, BFA scores, BMF evidence, measurement spec |
| Failure mode | Clear job, unclear behavior or measurement | Clear behavior, weak job framing if problem is mis-specified |
How they fit together
- Use JTBD to define the job and the contexts where the job arises (the situations that trigger demand).
- Generate multiple candidate behaviors that could satisfy the job.
- Screen candidates with the Behavior Fit Assessment (Identity, Capability, Context Fit).
- Validate Behavior Market Fit by observing real attempts in the key contexts.
Translating a job into a behavior (example)
Job statement (JTBD-style): “When I start a new project, I want to coordinate my team quickly so we do not duplicate work.”
Behavior spec (Behavioral Strategy): “New teams send 3 messages in #general within 24 hours of workspace creation.”
The job explains why; the behavior specifies what to measure and enable.
If you only read one sentence
JTBD clarifies the progress; Behavioral Strategy specifies and validates the behavior that delivers it.
Frequently asked questions
Is JTBD enough to design behavior change?
JTBD is strong for problem framing, but it does not guarantee the behavior is feasible or measurable; Behavioral Strategy adds feasibility gating and behavior-first measurement.
How do you translate a job into a target behavior?
Use the job to define the outcome and context, then write one or more observable behaviors (population does action in context within a window) and screen them with the Behavior Fit Assessment.
Can you use JTBD inside Behavioral Strategy?
Yes. JTBD is often useful during the Define phase to clarify demand contexts and desired progress before selecting candidate behaviors.
What is the most common integration mistake?
Treating a job statement as a behavior; you still need an operational behavior definition to validate and measure.