Jobs-to-be-done (JTBD) is a powerful framework to think about customer needs/problems developed by the late leading innovation expert and Harvard Business School Professor, Clayton Christensen.

Learn more about this framework here: https://hbr.org/2016/09/know-your-customers-jobs-to-be-done

Watch this video to see Professor Christensen explain the JTBD framework with the now famous milkshake story: https://www.youtube.com/watch?v=flKcN2x50rw

https://www.youtube.com/watch?v=flKcN2x50rw

Remember: customers may have functional, emotional and social needs that are important

• You need to understand what they are and how important they are through your customer discovery work
• Functional need: the tangible/physical thing that needs to be addressed
• Emotional need: how one wants to feel
• Social need: how one wants to appear to others
• Examples of successful products that satisfy more than just functional needs: