Jobs To Be Done (JTBD) is a framework that helps you understand why and how people buy the products they do. We have found that if you understand the JTBD you greatly increase the likelihood of connecting your product with the right buyer at the right time.
The JTBD premise is that people don’t actually buy products, they hire them to do a job. Features and benefits themselves don’t cause people to buy. They’re part of it but they’re not the causal reason. You need to be able to understand what causes people to hire or fire your product. The JTBD framework helps us understand causality and what drives consumers to buy.