Glossary · Discovery

Jobs to be Done (JTBD)

Jobs to be Done is a framework that says people don't buy products, they 'hire' them to make progress in a specific situation. A job has a functional, emotional, and social dimension, and is written as "When I [situation], I want to [motivation], so I can [expected outcome]." Framing work around the job keeps teams focused on the customer's desired outcome instead of a feature wish-list.

Related terms

Product Discovery

The continuous work of deciding what to build by validating problems with real evidence before committing to a solution.

Customer Interview

A structured 1:1 conversation that captures how users really behave, in their own words.

Value Proposition

A clear statement of the specific value a product delivers to a specific customer.

Persona

A composite, evidence-based profile of a target user segment.

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