Jobs to Be Done (JTBD) is a framework for understanding underlying customer motivations by focusing on what customers are trying to accomplish. ## Core Principle Customers "hire" products to do specific "jobs" in their lives. Understanding these jobs helps create better solutions. ## Components - **Functional Job:** What the user is trying to accomplish - **Emotional Job:** How the user wants to feel - **Social Job:** How the user wants to be perceived ## Usage Used for product innovation and understanding deep user motivations. Helps identify unmet needs and create solutions that truly resonate with customers. ## Examples and Applications - **Product Development:** Identify unmet customer needs - **Feature Prioritization:** Build what customers truly need - **Marketing:** Frame products around jobs they fulfill - See also: [[CIRCLES]], [[Kano]], [[HEART]]