defining-jobs-to-be-donelisted

# Defining Jobs-to-be-Done ## Overview JTBD focuses on the **progress a customer is trying to make in a circumstance** — what they "hire" a product to do — not their demographics. It has functional, emotional, and social dimensions (the milkshake is hired to make a boring commute better, not because of its flavor). JTBD is **three different schools**. Pick the one that fits the question — don't blend the jargon. ## Pick the right school | School | Use when you need to… | Signature tool | |--------|----------------------|----------------| | **Christensen** (Jobs Theory) | Reframe the problem space — what progress, in what circumstance, competing against what | The struggling-moment narrative (milkshake) | | **Klement / Moesta** (Forces) | Understand *why customers switch or don't* | Switch interview + forces of progress | | **Ulwick** (ODI) | Produce a *quantified, prioritized* list of unmet needs | Job map + desired-outcome statements | JTBD and personas are complementary: JTBD = *what progress*; personas = *who, and which trade-offs to prioritize*. ## Tools **Job story** (situation-anchored): **"When [situation], I want to [motivation], so I can [expected outcome]."** The "When" is load-bearing — it ties the job to a real circumstance. **Switch interview + four forces of progress** — reconstruct the timeline of a real switch (first thought → passive looking → active looking → deciding → first use → ongoing use) and map the four forces: - **Push** of the situation (d