Jobs-to-be-Done
Also called: JTBD
ELI5
Customers choose something because they need progress in a situation.
Used in conversation
“The Jobs-to-be-Done interview should focus on the switch, not preferences alone.”
Definition
A perspective that customers adopt products or services to make progress in a particular circumstance.
Here “Jobs-to-be-Done” means: A perspective that customers adopt products or services to make progress in a particular circumstance.
Pitch context
You will see “Jobs-to-be-Done” in strategy decks, market analyses, business plans and planning workshops when the discussion reaches strategy frameworks & analysis.
Why it matters: It helps a reader interpret strategy frameworks & analysis without confusing the measure, decision, role or evidence being discussed.
Connected terms
- Job to be doneThe search label “JTBD” can route to both entries.
Sources & evidence · 5
Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.
- Strategyzer — Business Model Canvas resourcesSupporting source family · practitioner · checked 2026-08-16
- Strategyzer — Value Proposition Canvas resourcesSupporting source family · practitioner · checked 2026-08-16
- LEANSTACK — Lean CanvasSupporting source family · practitioner · checked 2026-08-16
- U.S. Department of Justice Antitrust Division — Herfindahl-Hirschman IndexSupporting source family · primary · checked 2026-08-16
- U.S. Census Bureau — Business and economy dataSupporting source family · primary · checked 2026-08-16