Jobs To Be Done

A framework that says customers do not buy products, they hire them to get a specific job done in their life. It focuses on the underlying goal a customer is trying to achieve rather than on demographics.

It helps you build and market products around real customer motivations, so your messaging speaks to what people actually want to accomplish rather than vague feature lists.

A founder selling meal-prep containers realises customers are not buying boxes, they are hiring her product to help them eat healthily without spending hours cooking. She rewrites her marketing around that job.