What is a Job-To-Be-Done (JTBD)

You’ve probably run into the jobs-to-be-done framework/theory. I did several years ago when I first stumbled into the Milkshake Study popularized by Clayton Christensen.

I was immediately intrigued and had more questions than answers.

I read up everything I could find and even worked alongside several JTBD thought leaders and practitioners including Bob M…