What is the Jobs to be Done Framework?

How Does the Jobs-to-be-Done Theory Apply to Product Development?

Like other prioritization frameworks for product development, the jobs-to-be-done (JTBD) approach removes the focus from the product itself and places it on the customer.

What is the Origin of the Jobs-to-be-Done Framework?

The jobs-to-be-done framework was developed by Tony Ulwick, founder of the innovation consulting firm Strategyn. In fact, JTBD began as Ulwick’s patented process called Outcome-Driven Innovation (ODI), a framework focused on identifying outcomes that customers seek, as opposed to products they want.

What are the Pros and Cons of JTBD?

Pros of jobs-to-be-done

1. It can help you better align what you’re building with what your users really want.

Cons of jobs-to-be-done

1. It can lead your user research to become too abstract and high-level.

Is Jobs-to-be-Done is Worth a Try for Any Product Team?

JTBD begins with the logical theory that people buy any product or service to get something done or to achieve a specific desired state.

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