Why Brands Fail at Marketing: Kobi Omenaka Explains the ‘Job to Be Done’ Framework

In a recent LinkedIn post, Kobi Omenaka discusses a common pitfall in marketing: focusing on the product itself rather than the underlying need it fulfills for the customer. Omenaka introduces the “Jobs to Be Done” (JTBD) framework, arguing that businesses often misunderstand what their customers are truly purchasing.

Omenaka asserts that customers do not buy products; instead, they “hire” products to accomplish specific tasks or make progress in their lives. This fundamental difference in perspective, according to Omenaka, is why much marketing effort falls short.

“Most marketers make the same mistake: They think people buy products. They don’t. They ‘hire’ them to do a job.”

The marketing expert elaborates on this concept using several well-known brands as examples to illustrate how their offerings are perceived not by their core function, but by the progress or outcome they enable.

Rethinking Brand Value Through the JTBD Lens

Kobi Omenaka challenges conventional marketing wisdom by dissecting how consumers engage with brands like Netflix, Disney, and Airbnb. Omenaka contends that the perceived value of these services lies not in their technical definition but in the emotional or functional progress they facilitate for the user.

For instance, Omenaka explains that Netflix is not merely a streaming service but a tool for relaxation after a demanding day. Similarly, Disney is framed not as a provider of movies and theme parks, but as a gateway to recapturing childhood joy and comfort.

“Disney ❌ Not movies and parks. ✅ It’s the safe return to childhood.”

This perspective extends to other services. Omenaka points out that Airbnb is not just about accommodation but about the experience of immersing oneself in a new environment, akin to pretending to live somewhere else. Spotify, in Omenaka’s view, offers more than just music; it provides “instant control of your mood.”

The Progress Engine Behind Consumer Choices

The core of Kobi Omenaka’s argument is that successful marketing connects with the ‘progress people want to make in THEIR lives.’ When brands sell the product itself, they miss the deeper motivation driving the purchase. This is a critical distinction that many businesses overlook, leading to ineffective campaigns.

Omenaka provides further examples to solidify this point:

• Uber is presented not as a taxi alternative, but as the “relief of control on demand.”
• Amazon’s appeal is reframed from mere shopping to the “joy of not having to wait anymore.”
• YouTube transcends being a video hosting platform to become a versatile space for learning, entertainment, and social interaction – “a classroom, a cinema stage, and a pub all in one.”
• IKEA represents the “rite of independence: a home you built yourself,” rather than just furniture.
• Zoom facilitates connection, making “long distances disappear.”

According to Omenaka, understanding and marketing the ‘job’ a product is hired for is paramount. Failure to do so results in marketing that “falls flat” because it sells the superficial product instead of the fundamental progress the customer seeks.

“Your product is never the thing you sell. It’s the progress people want to make in THEIR lives.”

In conclusion, Kobi Omenaka’s analysis suggests a paradigm shift for marketers: move beyond product features and focus on the aspirations and problems your customers are trying to solve. By aligning marketing messages with the ‘jobs’ customers need done, businesses can create more resonant and effective campaigns.