Jobs-to-be-Done - What Are Customers Really Hiring?

Jobs-to-be-Done (JTBD) is a framework developed by Clayton Christensen and Bob Moesta that focuses on the progress customers are trying to make in their lives. Instead of asking "who is the customer?" it asks "what job are they hiring this product to do?"

When to Use This Skill

• Defining product strategy and positioning
• Conducting customer research interviews
• Writing user stories and requirements
• Identifying true competitors (often surprising)
• Finding innovation opportunities
• Understanding why customers switch products

Core Concepts

The Hiring Metaphor