Jobs to Be Done (JTBD)
A framework that defines products by the "job" customers hire them to accomplish.
Definition
Jobs to Be Done, developed by Clayton Christensen, reframes product development around the progress customers want to make in their lives. Instead of asking "what features do customers want?" you ask "what job are they hiring this product to do?" A job has functional, emotional, and social dimensions. Customers don't buy a quarter-inch drill; they buy a quarter-inch hole. And they don't even want the hole; they want the shelf on the wall.
JTBD interviews focus on the "switching moment" - the circumstances that caused someone to seek a new solution.
Why it matters for founders
JTBD prevents you from building features nobody cares about. It reveals your true competitors (which might not be who you think), helps you write compelling copy, and ensures your product solves a real problem.
Example
Intercom used JTBD to discover that customers weren't hiring their product to "send messages." They were hiring it to "convert website visitors into paying customers." This insight shifted their entire product strategy and messaging from chat tool to customer platform.
How Foundra helps
Foundra's customer discovery process in the Validate phase is built on JTBD principles. The Objection Map captures the real jobs customers are trying to accomplish.
Start your free trial→Related free tools
Related terms
Customer Discovery
The process of talking to potential customers to validate your assumptions about their problems.
Value Proposition
A clear statement of the unique value your product delivers to customers.
Product-Market Fit
When your product satisfies strong market demand.
Design Thinking
A human-centered approach to innovation that uses empathy, ideation, and experimentation.