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What is Jobs to be Done (JTBD)?

What is Jobs to be Done (JTBD)?

my notes ( ? )

Jobs to be Done is a theory of consumer action. It describes the mechanisms that cause a consumer to adopt an innovation... a process: it starts, it runs, and it ends... a JTBD describes how a customer changes or wishes to change...: the process a consumer goes through whenever she aims to change her existing life-situation into a preferred one, but cannot because there are constraints that stop her....
It’s not something that consumers have; it’s something consumers participate in.... (not) an activity or task... which describe how you use a product or what you do with it... a Job to be Done describe the “better me.

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