Jobs to Be Done Framework: The Product Manager’s Guide to Building Products Customers Actually Want
When a fast-food chain wanted to sell more milkshakes, they tried everything. New flavors. Different prices. Better marketing. Nothing worked. Then researchers asked a different question: "What job are people hiring a milkshake to do?" The answer revolutionized how we think about product development. The Jobs to Be Done (JTBD) framework examines why customers "hire" products…