What is the jobs to be done framework?
The jobs-to-be-done model was developed by Tony Ulwick, founder of the innovation consulting firm Strategyn. The jobs-to-be-done (JTBD) model removes the focus from the product, and focuses more on the customers.
The Jobs-to-be-Done framework provides a new way to think about customers' needs and how to design products that meet those needs. It can be used across industries, from healthcare to consumer goods, and is applicable for new product development or innovation projects.