Jobs to be done (JTBD)
What is jobs to be done?
Jobs to be done (JTBD) is a theory of why people buy: they "hire" a product to get a job done, meaning to make progress in a specific circumstance. The focus is on the situation, the motivation and the outcome wanted, rather than on demographics.
Understanding the job reveals the real competition, which is often a workaround, a spreadsheet or doing nothing.
Why jobs to be done matters
Framing a product around the job customers need done leads to clearer positioning and messages that match how people actually decide.
Related marketing terms
Customer discovery is talking to potential customers to learn their problems and test whether your idea solves something they care about.
A buyer persona is a short, research-based description of a typical buyer: their role, goals, problems and how they make decisions.
A value proposition is a clear statement of the benefit a product delivers, for whom, and why it is better than the alternatives.
Positioning defines what a product is, who it is for and why it is the best choice for them compared with the alternatives they consider.