Jobs to be done (JTBD) focus on outcomes

The jobs to be done (JTBD) approach focuses on the specific tasks — or jobs — that users are aiming to achieve when using a product or service, rather than their demographic or behavioral traits. This makes them more valuable for short-term decision-making.

As they understand the tasks and desired outcomes, product teams can directly address users' needs and create features that satisfy them. Personas, on the other hand, offer more insight into users' daily life and behaviors, but they may lack clarity on what exactly users are trying to achieve.

By zeroing in on users' specific goals and uncovering their unmet needs, jobs to be done offer opportunities for building business innovation, making services more competitive, and improving their overall experiences.