What Is Jobs To Be Done Theory

JOBS-TO-BE-DONE is a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make innovation far more predictable and profitable.

• Markets aren’t defined around products, but groups of people trying to get a job done.
• Customers aren’t buyers, they are job executors.
• Competitors aren’t just companies that make products like yours, they are any solution used to get the job done.
• Customer segments aren’t based on demographics or psychographics, they are based on how customers struggle differently to get a job done.