Founder Glossary
What Is Jobs to Be Done? Understanding Why Customers Buy
Jobs to Be Done (JTBD) is a framework that says people don't buy products - they hire them to get a job done in their lives. The 'job' isn't a task. It's the progress someone is trying to make in a particular circumstance. Understanding the job reveals what you're really competing against.
Why jobs to be done (jtbd) matters
When you understand the job, you understand your real competition. A milkshake doesn't compete with other milkshakes - it competes with bananas, donuts, and boredom on a morning commute. JTBD reveals why people switch to your product and what would make them switch away.
How it works
Interview recent customers about the moment they decided to buy. What were they doing? What triggered the search? What did they try before? What almost stopped them? The answers reveal the job they hired your product to do - which is often very different from what you think you're selling.
Real example
Scenario
A productivity app founder interviews customers who recently signed up. They expect to hear about task management features.
What happened
Instead, they learn most users signed up after missing a deadline at work and getting called out by their manager. The job isn't 'manage tasks' - it's 'never get embarrassed at work again.' This changes the product from a task list to a deadline-tracking alert system with social accountability.
Common mistakes
Defining the job too narrowly (the job is about progress, not about using your product category)
Confusing the job with the solution (the job is 'feel confident in meetings' not 'use presentation software')
Ignoring the emotional and social dimensions of the job
Studying heavy users instead of recent switchers (switchers reveal the job)
Applying JTBD to a product nobody is buying yet (you need real purchase data)
Related concepts
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