Jobs to Be Done

What it is

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JTBD reframes discovery around the progress a customer is trying to make in a specific circumstance, rather than who they are. The product is “hired” to get a job done, and it competes against every other way that job could get done — including doing nothing.

When to use it

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Describe how JTBD interviews surface switching triggers and unmet needs that persona-based research misses.

Common pitfalls

Sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Note where teams misapply JTBD — writing job statements that are really just feature requests in disguise, or skipping the “forces of progress” analysis entirely.