First got to know about this formallly from Harish

The nine tenets of JTBD Theory: building blocks for predictable growth.

People buy products and services to get a “job” done.

Jobs are functional — with emotional and social components.

A Job-to-be-Done is stable over time.

A Job-to-be-Done is solution agnostic.

Success comes from making the job the unit of analysis, rather than the product or the customer.

A deep understanding of the customer’s job makes marketing more effective — and innovation far more predictable.

People want products and services that will help them get a job done better and/or more cheaply.

People seek out products and services that enable them to get the entire job done on a single platform.

Innovation becomes predictable when “needs” are defined as the metrics customers use to measure success when getting the job done.