Jobs to be done (JTBD)Jobs to be done (JTBD) is a theory and technique for understanding the motivations behind why customers purchase a particular product or service. It emphasizes that customers “hire” products to do a job, and looks at the circumstances and context surrounding that job in order to design better solutions.

refers to a business theory, framework, and perspective on why customers buy products. Jobs to be done theory, also called jobs theory, posits that people don’t buy products; they “hire” them to do jobs, such as solving a problem or fulfilling a desire.