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In this episode of The Product Handbook, we dive into the Jobs to Be Done (JTBD) framework — a powerful lens for product innovation that focuses on what your customers are actually trying to achieve, not just what they say they want.
You’ll learn:
The core idea: customers “hire” products to do specific jobs — functional, emotional, or social
The difference between JTBD-A (Activities) and JTBD-P (Progress) — and why it matters for designing the right solution
How legendary examples like McDonald’s milkshakes and Netflix applied JTBD thinking to out-innovate competitors
Interview techniques and research tips to uncover unmet needs and hidden motivations
A mental model to help you remember the JTBD flow — so you can confidently bring it into discovery sessions or interviews
Whether you’re building a new feature or exploring a pivot, JTBD gives you the mindset to stop building for personas — and start building for progress.
 By Product manager interview prep and practice
By Product manager interview prep and practice3
22 ratings
In this episode of The Product Handbook, we dive into the Jobs to Be Done (JTBD) framework — a powerful lens for product innovation that focuses on what your customers are actually trying to achieve, not just what they say they want.
You’ll learn:
The core idea: customers “hire” products to do specific jobs — functional, emotional, or social
The difference between JTBD-A (Activities) and JTBD-P (Progress) — and why it matters for designing the right solution
How legendary examples like McDonald’s milkshakes and Netflix applied JTBD thinking to out-innovate competitors
Interview techniques and research tips to uncover unmet needs and hidden motivations
A mental model to help you remember the JTBD flow — so you can confidently bring it into discovery sessions or interviews
Whether you’re building a new feature or exploring a pivot, JTBD gives you the mindset to stop building for personas — and start building for progress.

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