Jobs to Be Done

Jobs to Be Done (JTBD) shifts focus from demographics to motivation. Instead of asking who your customer is, ask what job they need done. Clayton Christensen's famous example: people don't buy milkshakes because they're thirsty — they buy them for the job of making a boring commute more interesting. For product teams, JTBD reveals the real competition: not just similar products, but any solution to the same job. If your project management tool's job is helping teams feel organized, your competition includes spreadsheets, Notion, and even paper planners. JTBD interviews ask: What triggered you to look for a solution? What alternatives did you consider? What outcome were you hoping for? This uncovers the emotional and functional dimensions of product adoption.