← Back to Glossary
FrameworksJ

Jobs to Be Done (JTBD)

Definition

A theory popularized by Clayton Christensen asserting that customers "hire" products to accomplish specific jobs in their lives. A job is defined by the progress a person is trying to make in a particular circumstance, not by demographics or product features. PMs use JTBD to reframe competitive analysis, uncover hidden demand, and design solutions anchored in real motivations.

Why It Matters for Product Managers

Understanding jobs to be done is critical for product managers because it directly influences how teams prioritize work, measure progress, and deliver value to users. PMs use JTBD to reframe competitive analysis, uncover hidden demand, and design solutions anchored in real motivations. Without a clear grasp of this concept, PMs risk making decisions based on assumptions rather than evidence, which can lead to wasted engineering effort and missed market opportunities.

How It Works in Practice

Teams typically implement this framework by following a structured process:

  • Introduce — Share the framework with the team, explaining the problem it solves and when it is most useful.
  • Calibrate — Run a practice session with a small set of real examples so the team develops a shared understanding of how to apply it.
  • Apply — Use the framework on actual backlog items, roadmap decisions, or discovery questions during a dedicated working session.
  • Review — After a cycle (sprint or quarter), evaluate whether the framework produced better outcomes and adjust how the team uses it.

    • The goal is not to follow jobs to be done dogmatically but to use it as a thinking tool that brings structure to decisions that would otherwise rely on gut feel.

    Common Pitfalls

  • Applying the framework mechanically without understanding the reasoning behind each step.
  • Using the framework as a substitute for product judgment rather than as an input to decisions.
  • Skipping calibration sessions, which causes inconsistent scoring or categorization across the team.

    • Related Concepts

    To build a more complete picture, explore these related concepts: Customer Development, Persona, and Value Proposition. Each connects to this term and together they form a toolkit that product managers draw on daily.

    Related Terms

    Customer DevelopmentPersonaValue Proposition

    Frequently Asked Questions

    What is jobs to be done in product management?+
    A theory popularized by Clayton Christensen asserting that customers \"hire\" products to accomplish specific jobs in their lives. Product managers use this concept to make more informed decisions and deliver better outcomes for users and the business.
    When should a PM use jobs to be done?+
    Use jobs to be done when you need a structured approach to make decisions that would otherwise rely on opinion or gut feel. It is especially valuable during prioritization, planning, and stakeholder alignment sessions where a shared framework brings rigor and transparency.
    ← PreviousInitiative RoadmapNext →Kanban

    Explore More PM Terms

    Browse our complete glossary of 100+ product management terms.

    Full GlossaryExplore Frameworks