Rare Strategy Series - Post 2 of X Jobs-To-Be-Done (JTBD) Framework Source: Clayton Christensen, Tony Ulwick Most teams ask: What do users want? A better question: What job are they hiring this product to do? The JTBD framework flips the script. It treats customers like decision-makers with a task - not just preferences. Here’s the core idea: • People don't buy products • They hire them to solve a problem or complete a job in their life That “job” can be practical, emotional, or social. It’s why people “hire” Slack to feel connected or “hire” a fitness app to feel in control. The magic is in understanding that job deeply - then designing your product to be the best candidate for it. It’s how you build something users don’t want to fire.
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