Use JTBD to separate the job from the product idea
Explain how Jobs to Be Done helps product teams identify enduring customer progress behind feature requests.
The move: listen for progress, not product nouns. Jobs to Be Done gives discovery teams a better unit of analysis than the feature request. A request tells you what the customer thinks might help. A job tells you what progress they are trying to make in a real situation. That shift matters because product categories change, but the underlying job often persists. In JTBD terms, customers “hire” a product or workaround because it helps them make progress. The discovery implication is straightforward: do not stop at “we need export” or “we need AI summaries.” Ask what event triggered the need,…
Sign up free — one personalized lesson every day, matched to your role and goals.
Already have an account? Sign in