Strategy
Jobs to Be Done
Jobs to Be Done (JTBD) is a framework that frames products around the underlying 'job' a customer is hiring them to accomplish.
Why it matters
Focusing on the job, not the features, keeps teams solving real motivations and reveals competitors you might otherwise miss.
In depth
JTBD shifts attention from demographics and features to the progress a customer is trying to make in a given situation. Understanding the functional, emotional, and social dimensions of that job helps teams design solutions people actually reach for.
Real-world example
People don't want a quarter-inch drill — they want a quarter-inch hole. They 'hire' a milkshake for a boring morning commute.
Job to be done
When a project wraps, I want to send a clean invoice in seconds, so I can get back to the work I love.
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