Glossary term
Jobs to Be Done
A framework for understanding the progress a customer is trying to make and why they choose one solution over another.
Also known as: JTBD, Jobs To Be Done, job to be done, jobs theory
Jobs to Be Done looks beyond requested features and customer demographics to understand what someone is trying to accomplish in a particular situation.
A customer "hires" a product because it helps them make progress. The framework can examine three types of jobs:
Functional jobs describe what the customer needs to accomplish.
Consumption jobs describe what the customer must do to find, buy, set up and use a solution.
Emotional and social jobs describe how the customer wants to feel or be perceived by others.
The product may change. The underlying job often remains relatively stable.
