Jobs to be Done - JTBD
Version 1.0.0 · Updated 2026-07-30
CORE DEFINITION
Proposed by Clayton Christensen. Users don't buy products; they hire them to accomplish a 'job'. For example, buying a drill is for 'a hole in the wall'; buying a milkshake is for 'passing time during the commute'.
SCAFFOLDING EFFECT
Reduce cognitive load
Uncover deep needs. Don't focus on demographic characteristics (25-year-old male), but on their 'jobs'. This helps identify cross-category competitors (the milkshake's competitor is not a banana, but cigarettes or a radio).
Anchor fast decisions
Jobs to be Done posits that users don't buy products; they hire them to 'complete a job' (e.g., buying a drill is for a hole in the wall), focusing on deep motivations rather than product features.
MINIMUM ACTION
In progress 0/4Practice this model in one real situation:
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Source support: Explicit
- baike.comhttps://www.baike.com/wikiid/7469518846073323560verified
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