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GLOSSARY

What is jobs to be done? (JTBD)

DEFINITION

Jobs to be done is the idea that customers hire a product or service to make progress in a particular situation. Understanding the job explains the choice better than customer demographics.

Clayton Christensen and colleagues set it out in a 2016 Harvard Business Review article and in the book Competing Against Luck. For positioning, the job reveals the real alternatives, which may be non-products such as a spreadsheet or a relative.

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