Meet Your Customers: An Introduction to Jobs-to-be-Done Copy


Donn DeBoard


April 22, 2020 - 12:00 PM


April 22, 2020 - 1:00 PM

Meet Your Customers: An Introduction to Jobs-to-be-Done

A core dilemma that every technical content developer encounters is understanding the customer. Often, content developers are not customer-facing. Traditional audience analysis or personas have gaps that don’t identify a customer’s “secret sauce” to success.

Jobs-To-Be-Done (JTBD) is a customer-centered approach that helps identify the “secret sauce” to your customers’  success – their motivation – and anticipated outcomes when performing a job.

In this webinar, we will briefly discuss the JTBD theory, needs framework, and the job story format. Donn will demonstrate how to build out a short job story. You’ll have some time for hand-on practice. Finally, he will  describe how JTBD can lead to opportunities for innovation.


photo of Donn DeBoardDonn DeBoard is an experienced technical content developer in the software and financial services industries. He has over 30 years of continuous learning in the evolving art and science of technical communications.  He is an STC Fellow who has been recognized for creating award-winning customer- centered content.

Donn is an experienced speaker and has presented on a variety of topics on technical communications and user experience. He is a Technical Writer III at Vertex, Inc, a provider of integrated tax technology solutions for corporations world-wide that is based in King of Prussia, PA. Donn is extremely curious and asks way too many questions.

Donn is a lifelong member of the STC Philadelphia Metro chapter.

Frequently Asked Questions

When do education events take place?

Webinars are held every Wednesday afternoon from 2-3 PM EDT/EST (GMT-4/5).

A majority of online courses are held Tuesdays-Thursdays between 10:00 AM-1:00 PM EDT/EST (GMT-4/5), as to not conflict with webinar times.

When will I receive the GoTo Webinar/GoTo Meeting instructions for an event?

Registered attendees will receive the GoTo Webinar instructions three (3) hours before the webinar begins.

Registered attendees will receive the GoTo Meeting instructions one (1) day before the online course begins.

To participate in a webinar and an online course, you must be able to access GoTo Webinar or GoTo Meeting, STC's online meeting space. Check system requirements for GoTo Webinar and GoTo Meeting prior to joining. GoTo Webinar and GoTo Meeting are a standard web seminar tool (no separate download required) and all you need is a reliable Internet connection and phone line, or a computer with VoIP capabilities.

I registered for an online course, what are my next steps?

Once you register for an online course, you will receive a confirmation receipt that day. A majority of our online courses uses Moodle, STC's course management site, which attendees will receive the login instructions two (2) days before the course begins.

If you cannot access Adobe Connect and/or Moodle (as needed), then you will not be able to successfully complete an online course.

I registered for a webinar, but will be unable to attend. Will a recording be available?

If a registered attendee is unable to attend a webinar that day, they will receive an email with a link to the recording, and an evaluation link along with the PDF of the presentation.

I registered for a webinar and/or an online course, but cannot attend at that time. Will I receive a refund?

If a registered attendee is unable to attend a webinar and/or an online course, the cost is transferable to a future event, but is not refundable. Online registration closes one-two business days before the education event begins.

I want to take a specific course that isn't listed online. Will it be offered in the future?

STC rotates its courses every year as we try to offer the most popular ones within the first half of the year. Online courses are subject to change or are offered more than once per quarter. If a course is not listed, STC will offer it again in the following year.

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