Jobs-to-be-Done

(Jobs-to-be-Done (JTBD))

Customers do not buy products. They hire them to do a job.

Definition

A framework that slices markets by the functional, social, and emotional job a user hires a product to do, rather than by demographic or product category.

Step 1

Predict first

In one or two sentences, what do you think this concept means? Wrong is fine; the small struggle is what makes the answer stick.