How a Video Production Company Uses JTBD to Guide Concept Development

A well-produced video can look impressive, but without the right thinking behind it, the message can fall flat. Many videos fail not because of the visuals, music or graphics, but because they were designed without a clear understanding of what the viewer actually needs to achieve. This is where the Jobs-To-Be-Done (JTBD) framework comes in. Instead of beginning with the script or style, JTBD starts with the outcome. It asks what your audience is trying to do when they watch your video. That subtle shift in thinking helps ensure the video is more than just watchable, it becomes useful. Let’s take a look at how a video production company applies JTBD thinking during concept development, helping businesses create videos that are truly aligned with audience goals.

What Is the Jobs-To-Be-Done Framework?

The JTBD framework is built around a simple idea: people “hire” products, services, and yes, videos, to get a job done. The focus is not just on what someone is doing, but why they are doing it.

Think about a training video. The job is not simply to watch it, the job might be:

“I need to understand how to complete this process safely.”

Or in the case of a service overview:
“I want to feel confident choosing this company.”

Or for a corporate culture video:
“I need to know if I will fit in here before I apply.”

By identifying the job your audience is trying to complete, a video production company can develop concepts that meet that need directly, rather than guessing at what might be “informative” or “engaging.” This clarity leads to better outcomes for viewers and the business.

Why JTBD Matters in Professional Video Production

Using JTBD gives structure and focus to concept development. For businesses investing in video, this framework answers some of the most important production questions before anyone picks up a camera:

What is the viewer trying to achieve?
What might stop them from doing that?
How can the video help remove that barrier?

A video production company uses JTBD to connect creative work with actual viewer outcomes. The benefits include:

Serving a real purpose: Every creative decision is tied to the viewer’s intended result, not just visual preferences.
More precise messaging: Tone, pace and format are chosen based on what supports the job, not just what looks good.
Avoiding generic content: Videos become specific, focused and relevant to the audience.
Delivering measurable value: Whether the goal is more clarity, more conversions, or fewer support calls, the outcome is built into the concept.

This way of thinking ensures that videos do more than just communicate. They solve problems.

How JTBD Guides Concept Development

Understanding the job the video needs to do affects every stage of production. Here is how that typically plays out from the perspective of a professional video production company:

a. Discovery Phase

At the start of a project, the goal is to gather insight, not just about what the video should include, but who it is for and what they need. During early discussions, producers often ask:

Who is the primary viewer?
What do they need to do after watching the video?
What barriers or doubts might they have, knowledge gaps, emotional concerns, lack of trust?

These questions shape everything that follows. They shift the conversation from “What should we say?” to “What job is this video here to help complete?”

b. Identifying the Job

Once the audience and their situation are understood, the production team creates a job statement.

For example:

“Help new employees feel welcomed and aligned with company values before they start.”

This statement is not just helpful, it becomes a decision-making tool. Any creative ideas that do not support the job are ruled out. A video production company uses this as a reference point throughout the process.

c. Creative Alignment

With the job clearly defined, the team can move into concept development. At this stage, JTBD thinking helps align creative direction with function.

For example:

If the job is to reduce confusion, the video needs to be straightforward, with clear structure and visual cues.
If the job is to build confidence, then tone, language and examples need to reassure.
If the job is to reflect company values, then genuine human moments and internal perspectives are essential.

A professional video production company uses this thinking to propose appropriate formats, whether that means animation, live action, interviews, screen recordings, or a combination.

d. Script and Storyboarding

Once the concept is approved, the script and storyboard bring the job to life, step by step.

At this point, the job continues to serve as a guide:

Each scene is checked against the intended viewer outcome.
Every message is written to support the task the viewer is trying to complete.
Language and pacing reflect the viewer’s mindset and needs.

This approach keeps the content focused, avoids drift, and makes sure the final product does what it is supposed to do.

Applying JTBD Across Different Video Types

JTBD thinking is not limited to one kind of video, it applies across the full spectrum of business content. Here are some examples of how a video production company applies it to different formats:

Training & Health and Safety

Job: “Help me remember what to do in a specific situation.”

Approach:

Use visual repetition and clear sequencing.
Keep narration focused and instructional.
Minimise distraction and maximise retention.

Marketing & Explainers

Job: “Help me decide if this service is right for me.”

Approach:

Anticipate and address common objections.
Show outcomes, not just features.
Include social proof or real-world examples.

Corporate / Onboarding

Job: “Help me feel part of the company culture.”

Approach:

Include human faces and real employee voices.
Highlight shared values and team moments.
Make the tone friendly and welcoming.

Documentary / Web Content

Job: “Help me understand the broader context.”

Approach:

Include personal perspectives and longer narrative arcs.
Use thoughtful pacing to support reflection.
Give space for nuance, especially with complex topics.

A video production company draws on this approach to ensure that each video is not just relevant, but truly useful to the person watching.

Measuring Whether the Job Was Done

Once the video is complete, its effectiveness can be evaluated by how well it supported the job.

Examples of outcome-based success indicators might include:

For a training video: increased test scores or reduced incidents.
For a product demo: more sales enquiries or fewer support requests.
For onboarding content: smoother orientation or improved new-starter feedback.

When the original job is clearly defined, success becomes easier to measure because the video had a clear goal from the beginning. A video production company that uses JTBD thinking builds evaluation into the process, allowing the client to understand what worked and why.

Why This Approach Works

When video projects are guided by what the audience is actually trying to do, they become more relevant, more focused, and more effective. The JTBD framework offers a clear way to connect business needs with viewer action, not through guesswork, but through a structured approach to understanding and planning.

A video production company that follows this process does not just produce attractive content. It helps businesses communicate with purpose, clarity and function. Whether the aim is internal training, public messaging, onboarding, or product explanation, starting with the job ensures that the video does more than inform. It supports action.When video concepts start with a clear understanding of the job to be done, the results speak for themselves. Sound Idea Digital works alongside businesses to develop video ideas grounded in real outcomes. Contact the team to explore what this approach might look like for your project.

We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production.
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |