The Jobs to be Done Theory

The Jobs to Be Done (JTBD) theory is a framework that explains why people buy products or services. It suggests that consumers "hire" a solution to accomplish a specific goal or "job" in their lives. Instead of focusing solely on product features, JTBD emphasizes understanding the underlying needs and outcomes customers seek. By identifying these "jobs," businesses can develop better solutions, improve customer satisfaction, and create offerings that truly address what customers aim to achieve, leading to more targeted innovation and marketing.