How “Jobs to Be Done” Shapes Everything We Build

There’s a powerful idea we use to guide every decision we make. It’s called the Jobs to Be Done framework, and it flips the traditional way of thinking about products on its head.

The core belief? People don’t buy products—they hire them to do a job.

When a client pay for a service, or download your app, they’re not doing it to spend money—they’re doing it to make their life easier. They want to book faster, call you quickly, check for specials, and get rewarded without jumping through hoops. If the results don’t make their life better, they’ll “fire” you just as easily.

The same goes for medspa owners. You’re not looking for an app because you need another platform to manage. You’re looking for a simple, effective way to drive repeat business, boost referrals, and stay connected to your best clients. That’s the job you’re hiring us to do—and we take that seriously.

That’s why we obsess over simplicity. Every feature in Elities is designed to be intuitive, fast, and friction-free. Whether it’s sending a referral, claiming a reward, or booking an appointment, your clients don’t need a tutorial—they just tap and go.

It’s also why Elities feels like a natural extension of your business, not a third-party tool. When your brand lives on your clients’ iPhone screen as an icon, it should feel familiar, effortless, and worth returning to.

So as you think about your own business, ask:

What jobs are my clients trying to get done, and how can I make it easier for them?

Because when you solve a real problem with simplicity and clarity, people don’t just use what you’ve built—they rely on it.

P.S. This was one of my favorite blog post to write. Everyone in my life has heard me talk at some point about jobs to be done. Most of the time their eyes glaze over pretty quickly - I apologize if you suffered the same fate. 🤣