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5 Mistakes to Avoid When First Learning Jobs to be Done

So, JTBD — as theory — helps us understand how and why people use a product for the first time, so we can predict what products they will or won’t use in the future.^1!

JTBD is a theory. It is not a framework, method, lens, or methodology.^1!

Does it make sense to say “we’re using gravity” or “we’re getting started with gravity”? Of course not! Why? Because gravity is a theory. You don’t do theories, you learn them. The point of theory is help you: Understand how things happened the past Make predictions about the future^1!

Different people can use JTBD to make progress in different ways: Innovators (designers) can be more creative and have more focus, because they understand the positive change consumers want to make with a product Managers will have more control and have beneficial influence over those they support, because they can direct everyone towards the “true north” that the company and markets want Marketers know what language to use so they can get consumers’ attention and persuade them that your product is best The organization, on the whole, will work together better, because they share the same language and understanding of what business they are all in^1!

Its purpose is to help you describe demand, not to tell you what to do about it. JTBD is about understanding what-is. It is not about creating what-should-be.^1!