Foundations of JTBDUX
Foundations of JTBDUX
Customers don't buy features. They hire products to do a job. This is the lens that surfaces what that job actually is — before you ship the wrong thing.
Most JTBD material teaches in scattered pieces. A framework here, a case study there, a research method somewhere else. The pieces rarely line up. You run interviews but can't articulate the job. You write job stories but can't say how they change the roadmap.
This book is the bedrock. Four categories, thirty-plus articles, one lens: the job. Every concept gets built from first principles — progress, forces, layers, switching. By the time you reach the advanced sets, you already know why the lens matters more than any single tactic.
Each article runs the same loop: read the idea, see the pattern, apply the lens, keep the artifact. No consulting jargon, no copy-paste templates, no hand-holding. Built to change how you see products — and how you build them.
JTBD’s Bad Reputation
What jobs-to-be-done actually means once you strip away the consulting circus — and why the original lens matters more, not less, in the AI era.
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