Job to be Done Theory

The Job to be Done (JTBD) Theory suggests that people "hire" products or services to accomplish specific goals or solve particular problems in their lives. Instead of focusing solely on the features or attributes of a product, this approach emphasizes understanding the underlying "job" the customer wants to complete. For example, someone might buy a drill not just for the tool itself, but to make a hole. By identifying these core needs or "jobs," companies can create better solutions that truly meet their customers' actual demands, leading to more relevant innovations and offerings.