Jobs-to-be-done (JTBD) focuses on better understanding customer behavior and has become a very successful framework because it's efficient, easy to understand and a proven model for implementing innovation.
Customers don’t simply buy products or services – they pull them into their lives to make progress. We call this progress the “job” they are trying to get done, and understanding this opens a world of innovation possibilities. If brands can understand what that exact job is upfront, they can better design solutions and products for that job.
