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Jobs To Be Done
Acronym : JTBD
The Jobs To Be Done framework holds that users "hire" a product to get a specific job done in a given context, and encourages designing the product around that functional need rather than a user persona.
Why it matters
It helps understand why a customer actually chooses a product, often different from the reasons they spontaneously state, and to spot unexpected competitors.
Concrete example
Using JTBD, a product team discovers that customers "hire" its tool not to produce reports, but to reassure leadership during steering committees.
Related notions
Functional needCustomer motivationUser research
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