Product
Jobs-to-be-Done (JTBD)
A product theory framework, popularised by Clayton Christensen, that argues customers 'hire' products to make progress on specific jobs in their lives — not because they fit a demographic or like a feature.
In plain English
Customers don't buy a quarter-inch drill; they 'hire' it to make a quarter-inch hole. To build the right product, understand the job customers are trying to do — not just what they say they want.
Example
A milkshake company studied morning milkshake buyers. The 'job' wasn't 'I want a milkshake' — it was 'I have a long, boring commute and need something that occupies me for 30 minutes, doesn't dribble on my shirt, and fills me up'. Product improvements targeted that job (thicker milkshakes, smaller cups) drove revenue more than 'better flavour' would have.
Why it matters
JTBD reframes product strategy from features to outcomes. Founders who can articulate their customer's job in one sentence usually have a clearer roadmap and better positioning. Founders who can't usually have product-market fit issues without realising why.
Common mistakes
- Confusing demographics ('millennials want X') with jobs ('busy parents need X by 7am')
- Listing too many jobs — most products serve 1-2 primary jobs and try to do 5+, fragmenting focus
- Treating job descriptions as user research findings rather than as a strategic frame — both are useful but different
- Ignoring 'jobs the customer hires alternatives for' — your real competition includes spreadsheets, doing nothing, and a manual workaround