As a product executive, you own the roadmap. But how do you validate that you’re prioritizing the right features?
According to Mind the Product, 49% of product managers say their primary challenge is validating their product without sufficient market research. At many companies, executives don’t even agree on what a customer need is, let alone which needs to address. Opinions become the basis for pitching new features and committing resources.
Jobs-to-be-Done (JTBD) is a framework that gives your team an objective criteria for understanding customer needs, deciding which needs are underserved, and measuring how a new feature will impact revenue growth.
Want to see how it works? Read our JTBD cheat sheet to find:
Imagine if everyone on your team agreed on your customer's needs - why your company is being hired for a certain job. You'd have a stable target and common decision criteria (instead of a roadmap shaped too much by opinions). With Jobs-to-be-Done and thrv, you can quantify which needs are most important, maintain a clear strategy, and stay aligned around your customer.