Jobs to Be Done
A framework for understanding why customers hire your product to accomplish a specific job or outcome.
What is Jobs to Be Done (JTBD)?
Jobs to Be Done (JTBD) shifts focus from demographics to motivation. Instead of asking who your customer is, ask what job they need done. Clayton Christensen's famous example: people don't buy milkshakes because they're thirsty — they buy them for the job of making a boring commute more interesting. For product teams, JTBD reveals the real competition: not just similar products, but any solution to the same job. If your project management tool's job is helping teams feel organized, your competition includes spreadsheets, Notion, and even paper planners. JTBD interviews ask: What triggered you to look for a solution? What alternatives did you consider? What outcome were you hoping for? This uncovers the emotional and functional dimensions of product adoption.
Examples
Clayton Christensen's milkshake study found people bought morning milkshakes not because they wanted a milkshake, but to hire something filling and easy to drink one-handed during a boring commute. Framed that way, the real competition was bagels and bananas, not other milkshake brands.