What is Jobs to be done (JTBD)?
Jobs to be done is a framework for understanding what customers are really trying to achieve when they use a product. It focuses on the job and its context rather than on customer demographics.
Why it matters for your business
Designing around the real job helps teams build the features that matter and describe them in words customers recognize.
Research shows clinic managers do not want "a scheduling tool"; their job is "fill every appointment slot without extra phone calls", which reshapes the product's first screen.