The JTBD Framework

The Jobs-to-Be-Done (JTBD) Framework is a way of understanding what customers are truly trying to accomplish when they buy a product or service. Instead of focusing only on the product features, it looks at the underlying "job" or need the customer wants to fulfill. For example, someone might buy a drill not for the tool itself but to make a hole. By identifying these core jobs, businesses can create better solutions that genuinely meet customer needs, leading to more targeted innovation and improved satisfaction.