Domain Context
This skill implements a proven product management framework. The approach combines best practices from industry leaders and is designed for practical application in day-to-day PM work.
Input Requirements
- Context about your product, feature, or problem
- Relevant data, research, or constraints (recommended but optional)
- Clear articulation of what you're trying to achieve
Jobs-to-be-Done (JTBD)
What It Is
Jobs-to-be-Done is a framework for understanding customer motivation. The core insight: people don't buy products, they hire them to make progress in their lives.
When someone buys a product, they're not buying features or benefits—they're hiring that product to do a job. Understanding that job unlocks everything: positioning, messaging, feature prioritization, and competitive strategy.
The key shift: Move from asking "What do customers want?" to asking "What progress are customers trying to make?"
When to Use It
Use JTBD when you need to:
- Understand why customers buy (not just what they buy)
- Discover your true competitive set (often not who you think)
- Find product-market fit for a new product or feature
- Improve positioning and messaging that resonates
- Reduce churn by understanding why customers leave
- Prioritize your roadmap based on real customer progress
- Identify new market opportunities through struggling moments
When Not to Use It
- There's no real customer choice (e.g., employer-mandated software)
- The purchase is pure habit with no conscious decision
- You want to validate a hypothesis you've already decided on
Resources
Books:
- *Demand-Side Sales* by Bob Moesta
- *Competing Against Luck* by Clayton Christensen
- *When Coffee and Kale Compete* by Alan Klement