Jobs to be done (JTBD) definition

The jobs to be done (JTBD) technique is a framework that focuses on understanding the needs and motivations of customers by identifying the "jobs" they try to do when using a product or service. The JTBD framework consists of identifying a job, understanding the context in which it occurs, and determining the desired outcome and solution. It is based on the assumption that users "hire" products to accomplish their tasks and "fire" unsatisfactory products.^[1]

Unlike personas, it focuses on the job that users are trying to accomplish rather than their demographic or behavioral characteristics. This means that JTBD is better at identifying and meeting customer needs, and it also helps businesses differentiate themselves from competitors by focusing on specific jobs. However, one disadvantage of this technique is that it does not provide as much detail into what users are doing and feeling, so it may not capture all the complexities involved in customer decision-making.