What is Jobs-to-be-Done?

The Most Effective, Customer-Centric Innovation Method

Jobs-to-be-Done (also known as JTBD or Jobs Theory) is an innovation method that is rapidly being adopted for good reason: it is proven to work. The method and theory have a long history. Some of JTBD is not new, but the power of the method is that it brings together all the elements that your product, marketing and sales teams need to win consistently in your market. It is a complete innovation method that starts and ends with the most important person: your customer.

Who Should Use JTBD?

JTBD is a method to coordinate your product, market, and sales teams. It centers your work on your customer and helps your team agree on your product roadmap prioritization, your marketing messages, and your sales strategies. It enables executives to confidently make product roadmap investment decisions and mitigate the risk that your roadmap does not generate the growth and profitability you need to create equity value and increased share price.

Theory, Techniques, and Examples

This page explains JTBD theory and illustrates the techniques using detailed examples in consumer, business, and medical markets. You can apply the theory and techniques in your market as well.