Also known as JTBD and Jobs Theory. This is a concept that helps product developers understand customer needs. It is based on the notion that people hire products to do a job, not buy products. And it builds upon fulfilling customer-desired outcomes. The theory is credited to Harvard Professor Clayton Christensen. It extends thoughts on Outcome Driving Innovation developed by Tony Ulwick and How people shop and buy products developed by Bob Moesta. Jobs-to-be-Done aids developers to target the outcomes customers want.

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