Jobs to be Done Framework

Jobs to be Done (JTBD) is a framework for understanding customer motivation. The core insight: customers don't buy products; they hire them to get a job done. A customer doesn't buy a power drill; they hire it to make holes in walls. Understanding the job—not the drill—leads to better product, positioning, and customer fit. JTBD involves customer interviews to uncover the job (goal + desired outcome + constraints + context). Product decisions flow from job clarity.