"Jobs theory" developed by Clayton Christensen aims to describe why do customers do that they do. They "hire" products and services to do a "job" for them.
"Job-to-be-done" (JTBD) is here meant as a desire to make progress under current circumstances. It's not a mere activity, use-case etc. (though in other interpretations of this framework, the term is often used as that).
Jobs theory describes why do people use seemingly unrelated products/services to satisfy their needs.
In user research and customer interviews, we typically want to uncover JTBDs because they represent the best opportunities for innovation.
Also, Jobs to be done are relatively stable over time
Tags: jobs-to-be-done
ID: 2022-0110-0724
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