Job Story
The Three Layers (of the Job)
Also known as: Three Layers
The functional, emotional, and social dimensions that together define any job to be done.
Every job has three layers: the Functional Job (what the user needs to get done), the Emotional Job (how they want to feel), and the Social Job (how they want to be perceived). Products that solve only the functional job are commodities. Products that solve all three layers are sticky. ChatGPT won not because it was the best functional tool but because it served the emotional job of feeling smart and capable. Understanding all three layers is what separates JTBD from feature-list thinking.