Jobs to Be Done (JTBD)

A perspective developed by Clayton Christensen that people “hire” products to do a job.

Key Question: “What job is the customer trying to get done when they buy this?”
Outcome: Focuses on the customer’s goal rather than their demographics.
Example: People don’t want a quarter-inch drill; they want a quarter-inch hole.

🎯 When Would I Use This?

Copywriting / Marketing: Stop selling the technical specifications of the mattress. We must sell the ‘Job’ the user is hiring it for: A completely uninterrupted night of deep sleep.
Feature Prioritization: Does this new dashboard feature actually help the user accomplish their fundamental ‘Job’, or is it just engineering bloat?
Identifying Unseen Competitors: If the Job is ‘Entertain me during my commute’, Netflix isn’t just competing with Hulu; they are competing with Spotify, Candy Crush, and sleep.