JTBD — Job To Be Done

Primitive: JTBD — name the job the user is hiring for, then judge every option by job-fit.

People hire a product to make progress in a situation — the job is that progress, not the feature they ask for or who they are.

The lens — a job is one story:

when [situation], I want to [motivation], so I can [outcome], without [constraint].

• Situation — the trigger and context they're in.
• Motivation — what they reach for; the core desire.
• Outcome — the progress that ends the story.
• Without — the pain or constraint they're avoiding; often where the real insight sits. Name it when it sharpens the job.

Steps