Jobs To Be Done
Definition
Jobs To Be Done: Jobs To Be Done is a framework for understanding customer needs by focusing on the 'job' they're trying to accomplish rather than demographic characteristics. Customers 'hire' products to get jobs done, and understanding these jobs leads to better product decisions.
Example Usage
“Through JTBD research, we learned customers hired our product to 'look prepared in meetings,' not just 'manage notes.'”
Common Misconceptions
Origin: Developed by Clayton Christensen
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