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Hey I am on Medial • 8m

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. 

Anonymous 3

Hey I am on Medial • 8m

The harsh truth nobody wants to admit: this framework is useless for established companies with legacy product lines and rigid organizational structures. Great in theory, nearly impossible to implement when teams are incentivized to defend their existing features rather than solving core jobs.

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Hey I am on Medial • 8m

100% agree - and honestly, that's what makes JTBD so uncomfortable for mature orgs. It demands teams rethink what they're building, why they're building it, and who it's really for. But when the org is structured around defending roadmap decisions and sunk costs, JTBD feels threatening - not helpful. The framework isn’t broken. The culture, incentives, and structure often are. That’s why you see startups using JTBD to disrupt incumbents.. while incumbents struggle to even ask the right questions. Appreciate you calling this out. It’s the “real-world friction” part most people skip over.

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