Jobs to be Done
What is Jobs to be Done?
Jobs to be Done is a framework that helps product teams understand what job a customer is hiring a product to do—what problem, challenge, or opportunity is so important to them that they're willing to hire your product to address it. The framework was popularized by Clayton Christensen and builds on foundational work by Anthony Ulwick.
This approach shifts the focus from asking "Do customers want our solution?" to "Are we solving a problem that customers care about?" You can create a solution to a problem someone has, but it won't be as compelling as a solution to a much bigger problem. Jobs to be Done helps teams identify which problems truly matter to customers.
How does Jobs to be Done help teams discover opportunities?
The framework moves teams from just focusing on solutions to asking much earlier in the process whether they're solving problems customers actually care about. Instead of designing something and hoping customers want it, you start by understanding what's so important to customers that they would hire a product to address it.
This research takes teams beyond a list of solutions to a deeper understanding of customer problems and opportunities. It provides a foundation for mapping out the problem space—the territory where customer needs live. By understanding the job, teams can see the full context of what customers are trying to accomplish and where current solutions fall short.
How does Jobs to be Done connect to continuous discovery?
Jobs to be Done is one of several tactics teams use to explore the opportunity space on the opportunity solution tree. While specific tactics may evolve—teams might use different frameworks or methods over time—the underlying structure of discovery remains consistent: outcomes at the top, the opportunity or job space in the middle, and solutions below.
The framework integrates well with other discovery practices like OKRs and opportunity mapping. It helps teams ensure they're working on outcomes that matter by first confirming they understand the jobs customers need done and the opportunities those jobs create for product intervention.
Learn more:
- The Evolution of Modern Product Discovery
Related terms:
- Opportunity
- Opportunity Space
- Opportunity Solution Tree
- Customer Needs
Last Updated: October 25, 2025