The Jobs-to-Be-Done (JTBD) Framework is a powerful way to understand customer motivation by focusing on the specific tasks they are trying to accomplish, rather than just their demographics or preferences. It centers on the idea that people “hire” products or services to get a particular job done—whether that job is functional, emotional, or social. By mapping out the steps a customer must take to complete a job, businesses can identify friction points, areas for innovation, and opportunities to add value.

This framework breaks the job down into stages like defining, preparing, executing, and concluding the task, while also considering related and emotional jobs. It helps companies uncover underserved needs (opportunities for differentiation) and appropriately served or overserved outcomes (where less focus or maintenance is required). The result is a clearer view of where to improve your offering, prioritize features, or reshape messaging—rooted in what your customer is truly trying to achieve.