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Jobs to be Done (JTBD)

for Library and archives activities (ISIC 9101)

Industry Fit
9/10

JTBD is highly relevant for the Library and archives activities industry due to its direct impact on understanding evolving patron needs, which is crucial for addressing 'Maintaining Relevance and Patron Engagement' (MD01). Libraries and archives are increasingly challenged to justify their...

Why This Strategy Applies

A methodology for understanding the functional, emotional, and social 'job' a customer is truly trying to get done, which leads to innovation opportunities.

GTIAS pillars this strategy draws on — and this industry's average score per pillar

PM Product Definition & Measurement
CS Cultural & Social
MD Market & Trade Dynamics

These pillar scores reflect Library and archives activities's structural characteristics. Higher scores indicate greater complexity or risk — see the full scorecard for all 81 attributes.

What this industry needs to get done

functional Underserved 7/10

When faced with vast amounts of diverse information, unique historical artifacts, and rapidly evolving data formats, I want to systematically select, organize, and safeguard unique knowledge and cultural heritage, so I can ensure its long-term accessibility and integrity for future generations.

The complexity of integrating diverse collection types (MD05: 4/5) and the ambiguity in appraisal and preservation standards (PM01: 3/5) make this a continuous, challenging endeavor.

Success metrics
  • Collection growth rate of unique items
  • Preservation success rate (e.g., successful digitization completion %)
  • Accessibility compliance score for new acquisitions
functional Underserved 7/10

When my community has diverse needs, varying levels of digital literacy, and unequal access to technology, I want to deliver information and resources through accessible physical and seamless digital channels, so I can empower all community members to learn, grow, and participate equitably.

The complex hybrid distribution channel architecture (MD06: Complex Hybrid) makes consistent and equitable access difficult, often encountering cultural friction in understanding diverse user needs (CS01: 3/5).

Success metrics
  • Digital resource utilization rate across demographics
  • Physical visit frequency per capita
  • Accessibility audit compliance score
functional Underserved 7/10

When the nature of library and archive services is evolving rapidly with new technologies and patron expectations, I want to recruit, train, and retain staff with diverse and updated skill sets, so I can meet emerging patron needs and effectively manage complex digital and physical resources.

Challenges in workforce adaptation and skill gaps due to demographic dependency and elasticity (CS08: 4/5), combined with the risk of market obsolescence for traditional skills (MD01: 3/5), make workforce development difficult.

Success metrics
  • Staff digital literacy improvement rate
  • Employee retention rate for critical roles
  • New skill acquisition rate (e.g., data science, digital preservation)
functional Underserved 9/10

When public funding is often constrained and competition for resources is high, I want to clearly demonstrate value and measurable impact to funding bodies and stakeholders, so I can secure sufficient financial resources to maintain and grow essential services.

The difficulty in articulating the holistic value proposition and quantifying non-monetary benefits under existing price formation architectures (MD03: 2/5) presents a significant challenge for funding justification (MD01: 3/5).

Success metrics
  • Funding acquisition rate (e.g., grants, public appropriations)
  • Grant success rate
  • Budget growth rate year-over-year
functional 3/10

When patrons wish to access physical materials, I want to maintain a streamlined and user-friendly system for lending, tracking, and retrieving items, so I can ensure high patron satisfaction with basic services.

This process is generally well-established with mature solutions, encountering minimal friction.

Success metrics
  • Circulation transaction speed
  • Lost/damaged item rate
  • Self-checkout usage percentage
functional 4/10

When operating in an environment with strict legal requirements for content usage and personal data, I want to implement and consistently follow clear policies and procedures for copyright, intellectual property, and data privacy compliance, so I can avoid legal penalties, protect patron privacy, and maintain ethical operations.

While compliance can be rigid (CS04: 2/5), established frameworks and legal counsel typically provide adequate solutions for navigating these requirements.

Success metrics
  • Compliance audit pass rate
  • Data breach incidents
  • Legal training completion rate for staff
social Underserved 8/10

When faced with misinformation and diminishing community spaces, I want to cultivate a reputation as an impartial, reliable, and welcoming center for learning and community engagement, so I can attract diverse patrons and maintain strong community support.

Establishing trust and relevance across diverse communities can be challenging due to cultural friction (CS01: 3/5) and the risk of social displacement (CS07: 2/5) if not managed inclusively.

Success metrics
  • Patron satisfaction scores (overall and by demographic)
  • Community event attendance growth
  • Positive media mentions and public discourse sentiment
social Underserved 7/10

When perceptions of libraries and archives can be outdated or limited, I want to showcase cutting-edge approaches to knowledge management, digital preservation, and innovative public service models, so I can attract new talent, foster strategic partnerships, and demonstrate future relevance.

Overcoming the risk of market obsolescence (MD01: 3/5) and normative misalignment with traditional views (CS01: 3/5) requires proactive communication and demonstrable innovation.

Success metrics
  • Research collaborations with academic/tech institutions
  • Innovation project success rate
  • Professional awards and recognitions for innovative services
emotional Underserved 9/10

When unique and irreplaceable materials are vulnerable to damage, loss, or technological obsolescence, I want to implement robust, future-proof preservation strategies and digital archiving solutions, so I can have peace of mind knowing our cultural and intellectual legacy is secured for eternity.

The logistical challenges for physical preservation (PM02: 3/5) and the continuous need for temporal synchronization to manage evolving digital formats (MD04: 1/5) create constant anxiety about long-term security.

Success metrics
  • Digital preservation audit compliance rate
  • Disaster recovery plan effectiveness (simulated)
  • Collection integrity score (physical and digital)
emotional Underserved 8/10

When it's challenging to quantify the softer, long-term benefits of library and archive services, I want to accurately measure and articulate the positive changes we bring to individuals and the community, so I can justify our existence, celebrate our achievements, and guide future strategies with conviction.

The difficulty in quantifying non-monetary value under current price formation architectures (MD03: 2/5) and the ambiguity in defining units of impact (PM01: 3/5) lead to uncertainty about true effectiveness.

Success metrics
  • Patron outcome survey satisfaction rates (e.g., 'improved skills', 'increased civic engagement')
  • Community impact report reach and resonance
  • Testimonial collection rate from patrons and partners
functional Underserved 7/10

When patrons expect 24/7 access to resources and physical collections have limitations, I want to efficiently convert physical artifacts and documents into high-quality digital formats and make them discoverable online, so I can expand access, enhance discoverability, and enable new forms of research and engagement.

The logistical form factor of large-scale digitization (PM02: 3/5) and the complexity of the digital value chain for content management (MD05: 4/5) make this a significant operational challenge.

Success metrics
  • Digitization backlog reduction rate
  • Online collection usage and download statistics
  • Metadata quality score for digital assets
social Underserved 8/10

When people seek connection and opportunities for lifelong learning outside formal education, I want to create engaging programs and a welcoming environment that encourages exploration, discussion, and social interaction, so I can cultivate an active, learning-oriented community and contribute to social cohesion.

Overcoming cultural friction (CS01: 3/5) and potential social displacement (CS07: 2/5) requires tailored approaches to community engagement and programming that resonate with diverse groups.

Success metrics
  • Program attendance growth (especially for educational/social events)
  • Community event feedback scores (satisfaction, relevance)
  • Membership/registration growth for community-focused initiatives

Strategic Overview

The Jobs to be Done (JTBD) framework offers libraries and archives a potent lens to move beyond traditional service definitions, focusing instead on the underlying 'jobs' patrons are truly trying to accomplish. This shifts the organizational perspective from 'what we offer' (e.g., books, databases) to 'what problems we solve' for our community. By understanding the functional, emotional, and social dimensions of these 'jobs,' institutions can innovate services and resource allocation more effectively, directly addressing challenges like 'Maintaining Relevance and Patron Engagement' (MD01) and 'Funding Instability and Budget Constraints' (MD03) by demonstrating tangible value.

Applying JTBD in this industry enables a deeper understanding of why patrons 'hire' a library or archive, whether it's for quiet contemplation, reliable information verification for a school project, community connection, or digital literacy support. This framework is particularly crucial as libraries navigate a hybrid physical-digital service model and evolve beyond mere repositories, positioning themselves as vital community hubs and essential educational resources. It provides a strategic foundation for service innovation and justification of public funding.

4 strategic insights for this industry

1

Beyond Information Access: Identifying Core User 'Jobs'

Patrons 'hire' libraries and archives for a diverse set of 'jobs' that extend far beyond simply accessing materials. These include 'finding a safe, quiet third place to study or work' (functional, emotional), 'connecting with community members' (social), 'verifying credible information for decision-making' (functional), or 'learning a new digital skill for career advancement' (functional, emotional). Understanding these deeper motivations is key to designing truly valuable services.

2

Differentiated 'Jobs' for Physical vs. Digital Spaces

The 'jobs' patrons 'hire' libraries for differ significantly between physical and digital environments. Physical spaces might be 'hired' for 'community gathering,' 'accessing specialized equipment (e.g., 3D printer),' or 'escaping home distractions.' Digital platforms are 'hired' for 'on-demand research,' 'accessing obscure historical documents from home,' or 'learning online at my own pace.' This distinction informs separate and complementary strategic investments.

3

Innovation Opportunities from Unmet 'Jobs'

By actively seeking out 'jobs' that patrons struggle to complete with current offerings, libraries and archives can uncover significant innovation opportunities. For example, if users struggle to 'navigate complex government forms,' a new program for civic literacy or one-on-one assistance emerges. If local historians need to 'digitize fragile family archives,' a specialized scanning service could be developed, addressing 'Resource Allocation for Digital Transformation' (MD01).

4

Justifying Funding through 'Job' Accomplishment

Framing the library's value proposition in terms of 'jobs' completed for the community provides a more compelling argument for public funding (MD03) and resource allocation (MD01). Instead of reporting 'circulation numbers,' libraries can highlight 'number of individuals who successfully completed their job search' or 'number of students who improved their grades using our resources,' directly linking services to tangible community outcomes.

Prioritized actions for this industry

high Priority

Conduct In-depth 'Job' Interviews and Observations with Patrons

Directly interview a diverse set of patrons about their aspirations, struggles, and desired outcomes when interacting with the library/archive. Observe their behavior in both physical and digital spaces. This qualitative data is crucial for uncovering the true functional, emotional, and social 'jobs' patrons are trying to get done, rather than just what they say they want.

Addresses Challenges
medium Priority

Map Identified 'Jobs' to Current Services and Resources

Create a 'Job-to-Service' matrix to identify where current offerings align with patron 'jobs' and, more importantly, where significant gaps or overlaps exist. This helps prioritize resource reallocation, streamline existing services, and identify areas ripe for innovation, directly tackling 'Resource Allocation for Digital Transformation' (MD01) and 'Funding Instability and Budget Constraints' (MD03).

Addresses Challenges
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medium Priority

Develop and Pilot New 'Job-Centric' Programs or Digital Tools

Based on unmet or underserved 'jobs,' design and pilot new programs, services, or digital tools. For example, if a key 'job' is 'getting reliable health information,' launch a curated health literacy program. If a 'job' is 'connecting with local history experts,' create a community archiving workshop series. This directly addresses 'Maintaining Relevance and Patron Engagement' (MD01) and 'Identifying Evolving Community Needs' (MD08).

Addresses Challenges
medium Priority

Re-evaluate and Redesign Physical and Digital Spaces for 'Jobs'

Optimize library and archive spaces (both physical layouts and digital user interfaces) to better facilitate the identified 'jobs.' This could mean creating more collaborative workspaces for specific projects, designing intuitive navigation for digital archives, or clearly signposting 'job-specific' zones (e.g., 'quiet study zone,' 'maker space'). This enhances user experience and reinforces the library's utility.

Addresses Challenges

From quick wins to long-term transformation

Quick Wins (0-3 months)
  • Conduct short, informal 'Why did you come here today?' interviews at service desks and exit points.
  • Analyze existing patron feedback/comment cards through a JTBD lens.
  • Form a small, cross-functional team to champion JTBD understanding.
Medium Term (3-12 months)
  • Facilitate dedicated JTBD workshops with staff to articulate 'jobs' served by each department.
  • Pilot one new 'job-centric' program or service in a specific area (e.g., career support, digital literacy).
  • Integrate JTBD questions into annual patron surveys.
Long Term (1-3 years)
  • Embed JTBD thinking into strategic planning and resource allocation processes.
  • Redesign core services and physical/digital infrastructure based on comprehensive 'job' understanding.
  • Develop a culture of continuous 'job' discovery and innovation across the institution.
Common Pitfalls
  • Confusing features/solutions with 'jobs' (e.g., 'patrons want eBooks' vs. 'patrons want to access information conveniently on their device').
  • Focusing only on articulated needs and failing to uncover deeper, latent 'jobs.'
  • Lack of cross-departmental buy-in, leading to siloed 'job' identification and innovation.
  • Insufficient resources allocated to follow through on insights generated by JTBD analysis.

Measuring strategic progress

Metric Description Target Benchmark
Job Completion Rate Percentage of patrons reporting successful completion of their primary 'job' after using library/archive services (e.g., 'Did you find the information you needed?', 'Did you get your research question answered?', 'Did you successfully complete your project?'). Increase from X% to Y% over 12 months, segmented by job type.
Patron Satisfaction with Specific 'Job' Support Survey-based satisfaction scores related to how well the library/archive helped patrons achieve specific functional, emotional, or social 'jobs.' Maintain an average satisfaction score of 4.0/5.0 or higher for critical 'jobs'.
Usage of New 'Job-Centric' Services/Programs Number of participants in new programs or utilization rates for services designed to address specific unmet 'jobs.' Achieve 75% capacity for new programs within 6 months; 20% growth in usage for relevant digital tools.
Perceived Value of Library/Archive (JTBD aligned) Qualitative and quantitative feedback on how patrons perceive the institution's role in helping them solve problems or achieve goals, directly linking back to identified 'jobs.' Increase positive sentiment in feedback; 15% increase in patrons strongly agreeing the library helps them achieve their goals.