Why It's Important to Take a Jobs to be Done Approach

Jobs to Be Done (JTBD) is a framework for understanding customer needs and motivations by focusing on the “job” that a customer is trying to accomplish rather than just the product or service they use. It shifts the focus from product features to the underlying problem or goal that drives customer decisions. Done well, a JTBD approach can save a lot of wasted effort while creating greater innovation. This talk focuses how the JTBD framework shifts our perspective in 8 way - making us more effective.