What is Jobs To Be Done (JTBD)?
Jobs To Be Done (JTBD) is a product strategy framework that focuses on the underlying 'job' a customer is trying to accomplish rather than the customer's demographics or the product's features. Developed by Clayton Christensen, Tony Ulwick, and Bob Moesta, JTBD reframes product decisions around customer needs.
The classic example: 'People don't want a quarter-inch drill. They want a quarter-inch hole.' JTBD goes further: they don't even want the hole — they want to hang a family photo to feel a sense of belonging.
JTBD interviews reveal the functional, emotional, and social dimensions of customer needs, leading to products that customers actually want rather than products that check feature boxes.
Why It Matters
JTBD prevents the most common product failure: building features nobody wants. By understanding the job customers are hiring your product to do, you build solutions that deliver real value.
Frequently Asked Questions
What is Jobs To Be Done?
JTBD is a product strategy framework that focuses on the underlying task or goal a customer is trying to accomplish, rather than on demographics or feature requests.
How do you do JTBD research?
Conduct 'switching interviews' — interview customers who recently switched to or from your product. Ask about the timeline of their decision, what triggered the switch, and what job they needed done.
Related Terms
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Richard Ewing is a Product Economist and AI Capital Auditor. He helps companies translate technical complexity into financial clarity.
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