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Dictionary by pitch.dog
Needs, jobs & value propositions · Core

Job to be done

Also called: JTBD, customer job

ELI5

What a customer is trying to accomplish.

Used in conversation

“The job to be done is coordinating approval, not buying software.”

Definition

The progress a customer seeks in a particular situation.

Here “Job to be done” means: The progress a customer seeks in a particular situation.

Pitch context

You will see “Job to be done” in strategy decks, market analyses, business plans and planning workshops when the discussion reaches needs, jobs & value propositions.

Why it matters: It helps a reader interpret needs, jobs & value propositions without confusing the measure, decision, role or evidence being discussed.

Connected terms

  • Customer jobThe search label “Customer job” can route to both entries.
  • Jobs-to-be-DoneThe search label “JTBD” can route to both entries.
When the words have to travel

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Sources & evidence · 5

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.