JTBD
Jobs to Be Done; the theory that customers 'hire' products to make progress in a specific life situation or achieve a desired outcome.
Keywords:
jobs to be done, jtbd, job to be done
Contents
Deep Dive
Metaphysical Synthesis & Analysis
The Synthesis
Jobs-to-be-Done (JTBD) is a framework for understanding customer motivation. Clayton Christensen's milkshake study revealed that customers 'hire' products to make progress in specific circumstances. For PMs, JTBD shifts focus from demographics to situations: not 'who is the customer' but 'what job are they trying to do?' The framework distinguishes functional, emotional, and social jobs.
Metaphysical Foundation
JTBD is the recognition that customers don't want products—they want progress. Products are merely the means to an end.
Evolutionary Path
From feature-based to benefit-based to job-based thinking, product development has become more outcome-oriented.
Strategic Interplays
JTBD informs User Research and Product Strategy. It influences Positioning and Competitive Differentiation.
Key Episodes
Elena Verna
10 growth tactics that never work | Elena Verna (Amplitude, Miro, Dropbox, Surve...
Bret Taylor
He saved OpenAI, invented the “Like” button, and built Google Maps: Bret Taylor ...
Bob Moesta 2.0
The ultimate guide to JTBD | Bob Moesta (co-creator of the framework)
Eric Ries
Reflections on a movement | Eric Ries (creator of the Lean Startup methodology)
Drew Houston
I’ve run 75+ businesses. Here’s why you’re probably chasing the wrong idea. | An...
April Dunford
A step-by-step guide to crafting a sales pitch that wins | April Dunford (author...
Jeanne Grosser
What world-class GTM looks like in 2026 | Jeanne DeWitt Grosser (Vercel, Stripe,...
Archie Abrams
How to speak more confidently and persuasively | Matt Abrahams (professor, speak...
Eoghan McCabe
How Intercom rose from the ashes by betting everything on AI | Eoghan McCabe (fo...
Grant Lee
“Dumbest idea I’ve heard” to $100M ARR: Inside the rise of Gamma | Grant Lee (co...
Nan Yu
Linear’s secret to building beloved B2B products | Nan Yu (Head of Product)
April Dunford 2.0
How to nail your product positioning | April Dunford (Obviously Awesome)
Guillermo Rauch
Everyone’s an engineer now: Inside v0’s mission to create 100 million builders |...
Elena Verna 2.0
The ultimate guide to product-led sales | Elena Verna
Elena Verna 3.0
The ultimate guide to product-led sales | Elena Verna
Asha Sharma
How 80,000 companies build with AI: Products as organisms and the death of org c...
Ryan Singer
A better way to plan, build, and ship products | Ryan Singer (creator of “Shape ...
Howie Liu
How we restructured Airtable's entire org for AI | Howie Liu (co-founder and CEO...
Bangaly Kaba
Unorthodox frameworks for growing your product, career, and impact | Bangaly Kab...
Robby Stein