The Jobs-to-be-done (JTBD) concept is a theory of consumer action that describes the mechanisms that cause a consumer to adopt an innovation¹. The theory states that markets grow, evolve, and renew whenever customers have a Job to be Done, and then buy a product to complete it (get the Job Done)¹. Jobs-to-be-done originated from a concept called Outcome-Driven Innovation (ODI)². ODI was developed by Tony Ulwick, founder of the innovative consulting firm Strategym². Ulwick later introduced ODI to Clayton Christensen, a Harvard Professor, who popularized ODI and called it jobs to be done². When using this framework, a product team attempts to discover what its users are actually trying to accomplish by using their product³.
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