What is Jobs to be Done (JTBD)?
A framework that defines products around the underlying job a customer is trying to get done, rather than demographics or features.
Jobs to be Done reframes products around customer progress: people don't buy a quarter-inch drill, they buy a quarter-inch hole. A job statement names a situation, a motivation, and an expected outcome. JTBD is most useful at the discovery stage — it surfaces non-consumption and adjacent competitors that traditional segmentation hides. Once a job is well-defined, prioritization debates compress because the team agrees on what 'better' actually means.
Related terms
Product Discovery
The structured work of figuring out what to build by validating customer problems and solution assumptions before delivery.
Continuous Discovery
The practice of weekly customer touchpoints by the product trio to keep insights flowing into prioritization decisions.
Outcomes vs Outputs
The distinction between what a team ships (outputs) and the customer or business behavior that changes as a result (outcomes).
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