Jobs to Be Done
A framework for understanding the progress people seek when they choose a product or solution.
Plain English
What is the person trying to accomplish in this situation?
In context
Jobs to Be Done focuses research on context motivation desired progress and competing alternatives.
Example
“The job to be done is coordinating approval without another meeting.”
When you'll hear this
- user research
- product discovery
- positioning
Common misunderstanding
A job is not simply a feature request or demographic persona.
Also known as
JTBD
Commonly used by
Related terms
Updated: 2026-08-25
