Understand why customers hire a product to solve specific problems.
Product ManagementThe JTBD framework focuses on the progress a user wants to make in a specific context. It goes beyond personas to reveal the underlying motivation behind product choices.
The JTBD framework focuses on the progress a user wants to make in a specific context. It goes beyond personas to reveal the underlying motivation behind product choices.
Jobs to Be Done (JTBD) is a framework that helps product managers understand customer behavior by focusing on the "job" a customer is trying to get done. Instead of defining customers by demographics or personas, JTBD examines the progress they seek in a given context.
By identifying the functional, emotional, and social dimensions of these jobs, PMs can design products that truly solve user problems. JTBD supports better feature prioritization, innovation, and messaging by aligning product efforts with real customer needs.
JTBD shifts the focus from what people are buying to why they are buying it — the underlying intent.
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