Skip to content
What's Next? The Leader’s Playbook
Subscribe →
Founders’ price Launch pricing for your first twelve months. 40 Playbooks, 40% discount for Founders. View the playbooks →

Jobs To Be Done

TTool · Jobs To Be Done

By , Editor · · What’s Next

Your product roadmap is full but growth has stalled. You've been improving features your competitors also have. The differentiation conversation keeps going in circles.

Jobs To Be Done (JTBD) is Clayton Christensen's customer motivation framework. You examine why people "hire" products to accomplish specific jobs in their lives — looking beyond demographics to understand the functional, emotional, and social dimensions of what they're really after.

A two-column comparison headed "what they bought" versus "what they hired it to do", pairing three purchases (1/4-inch drill, milkshake, CRM licence) against three numbered jobs (01 make a hole, 02 make the commute pass, 03 prove the team is working).
Method visual — Jobs To Be Done
A move inside a Playbook

“I've been asked to launch something and I don't know what users actually need.”

Open the Playbook →
Share
Share What’s Next →