JTBD Core
JTBD as Lens
Using Jobs-to-be-Done as a perspective or filter for interpreting user behavior, rather than as a rigid framework or process.
JTBD as a lens means applying the Jobs-to-be-Done perspective — that people hire products to make progress in their lives — as a way of seeing and interpreting the world. It is not a methodology with steps to follow; it is a mental model that changes how you read user research, prioritize features, and evaluate competitors. When you see a workaround, the JTBD lens says: there is an unserved job here. When you see low adoption, the lens says: the switching forces are misaligned. When you see high churn, the lens says: the product stopped delivering progress. The lens is portable across any product, market, or stage.