Jobs-to-be-Done (JTBD)

What It Is

Jobs-to-be-Done is a framework for understanding customer motivation. The core insight: people don’t buy products, they hire them to make progress in their lives.

When someone buys a product, they’re not buying features or benefits—they’re hiring that product to do a job. Understanding that job unlocks everything: positioning, messaging, feature prioritization, and competitive strategy.

The key shift: Move from asking “What do customers want?” to asking “What progress are customers trying to make?”

When to Use It

Use JTBD when you need to:

• Understand why customers buy (not just what they buy)
• Discover your true competitive set (often not who you think)
• Find product-market fit for a new product or feature
• Improve positioning and messaging that resonates
• Reduce churn by understanding why customers leave
• Prioritize your roadmap based on real customer progress
• Identify new market opportunities through struggling moments

When Not to Use It

• There’s no real customer choice (e.g., employer-mandated software)
• The purchase is pure habit with no conscious decision
• You want to validate a hypothesis you’ve already decided on

Resources

Books:

• Demand-Side Sales by Bob Moesta
• Competing Against Luck by Clayton Christensen
• When Coffee and Kale Compete by Alan Klement