Jobs To Be Done (JTBD)
Customers 'hire' products to make progress in a situation.
Explanation
Harvard Business School professor Clayton Christensen discovered that customers don't really buy products—they 'hire' them to make progress in their lives. This job has functional aspects (what needs to get done), emotional aspects (how they want to feel), and social aspects (how they want to be perceived). Your real competition isn't similar products but anything else that could do the job.
Real-World Example
Milkshake job: Morning commute entertainment that lasts 20 minutes, one hand, not messy. Competitors: Bagel, banana, radio, nothing. NOT other milkshakes. Solution: Thicker shake, chunks of fruit. Sales up 30%. They weren't optimizing for taste—for commute.
How to Apply
Interview recent buyers: What progress were you trying to make? What else did you consider? Why this, why now? What almost stopped you? Listen for struggle moments and desired outcomes. Build for the job, not the demographic. Features should help complete the job better.