What is Jobs-to-be-done (JTBD)?
Jobs-to-be-done is an approach for understanding the motivations of users of products. The approach is to remove the product from the equation, and to instead look at it as the user wanting help with a job. The approach is often used by product managers, as it gives a new perspective on the success criteria for their product, as well as who the competitors are.
The approach was devised by Clayton M. Christensen, and was laid out in an article in HBR.
When working with Opportunity Solution Trees, and trying to aggregate lower-level opportunities into higher-level ones, it is often a good idea to try making the higher-level opportunities resemble jobst-to-be-done.
Jobs-to-be-done is part of user and problem discovery in the product management process.
