What is Jobs-to-be-done (JTBD)?
Jobs-to-be-done is an approach for understanding the motivations of users of products. The approach is to remove the product from the equation, and to instead look at it as the user wanting help with a job. The approach is often used by product managers, as it gives a new perspective on the success criteria for their product, as well as who the competitors are.
The approach was devised by Clayton M. Christensen, and was laid out in an article in HBR.
Jobs-to-be-done is part of user and problem discovery in the product management process 🔍.