Product management glossary
Jobs to be done (JTBD)
Definition: Jobs to be done is a framework that explains customer behavior by the progress people are trying to make in a given situation, the 'job' they hire a product to do.
The classic example: people do not want a drill, they want a hole in the wall. Framing needs as jobs shifts attention from product features to the outcome the customer is after, and reveals competitors that look nothing like your product.
Job statements often follow the pattern 'When [situation], I want to [motivation], so I can [expected outcome]'.