Jobs to Be Done (JTBD)

Overview

JTBD reframes product strategy around the "job" customers are trying to accomplish. People don't buy products — they "hire" them to make progress in a specific situation. Understanding the job reveals the real competition (which is often not who you think) and unmet needs.

Framework

IRON LAW: The Job Is About the Customer's Progress, Not Your Product

"Help me manage my tasks" is a job. "Use our task management app" is not.
The job exists independently of any solution. Your product is ONE way
to fulfill the job — customers can "hire" a spreadsheet, a notebook,
or a whiteboard for the same job.

Define jobs from the CUSTOMER's perspective, never from the product's.