A framework for understanding why customers "hire" a product — focusing on the underlying job they want done, not features. Coined by Clayton Christensen.
JTBD reframes product thinking around customer outcomes. The classic example: people do not buy a 1/4-inch drill, they buy a 1/4-inch hole. JTBD interviews ask: "What were you trying to accomplish? What did you switch from? Why now?"
Uses JTBD interviews to drive product roadmap decisions
Pivoted positioning to "satisfies hunger" — a clear job to be done
JTBD prevents you from building features no one hires you for. It makes positioning, copy and pricing snap into focus.
Personas describe who. JTBD describes what they are trying to accomplish. JTBD survives demographic changes; personas often break.
Focus on the most recent purchase: what triggered it, what they switched from, what they hired the product to do.
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