Jobs To Be Done (JTBD) is a new, simple, and powerful approach to understanding customers and the problems they have. It changes the focus of a company from products to customer problems.

JTBD is a framework used by product managers to map the trajectory of a customer within their journey with your product. It's a single, simple question that can reveal opportunities for disruptive innovation and competitive differentiation, including new product features and extensions to your current offerings.