What Is Jobs to Be Done (JTBD)? Definition, Examples & Best Practices
Jobs to Be Done Jobs to Be Done (JTBD) is a framework that defines products in terms of the "job" a customer is trying to accomplish, rather than product features or demographics. A "job" is the progress a person is trying to make in a specific circumstance. People do not buy products; they hire them to get a job done.
Why jobs to be done matters
JTBD shifts product thinking from "what features should we build?" to "what progress is the customer trying to make?" This reframing leads to better products because it focuses on the outcome the customer wants, not the solution you assume they need. It also reveals competitors you would not see through a feature lens.
How it works
Conduct JTBD interviews: ask customers about the timeline of their decision to use your product (or a competitor). Map the "job story" format: When [situation], I want to [motivation], so I can [expected outcome]. Identify the functional, emotional, and social dimensions of the job. Prioritize features that serve underserved jobs.
Common mistakes
Defining jobs too broadly ("get my work done") or too narrowly ("click the blue button")
Focusing only on functional jobs and ignoring emotional and social dimensions
Confusing jobs with tasks (a job is a higher-level goal)
Not validating jobs with actual customer interviews
Related terms
How Vantage relates
Vantage lets you add JTBD research as context sources. Interview transcripts and job stories become part of the data that grounds PRD generation, ensuring your specs are oriented around the jobs your customers need done.