Framework
JTBD
Also known as: Jobs to be Done
Framework describing customers by the 'job' they 'hire' you for — not by demographics or features.
Jobs to be Done (JTBD), popularized by Clayton Christensen, focuses on the functional, emotional, and social 'job' a customer is trying to accomplish when buying a product. Instead of 'CFOs at €10M+ companies,' a JTBD statement would be: 'helps me quickly build a credible forecast for my board.'
Strong for positioning, messaging, and product development. Complementary to ICP and personas, not a replacement.