The Jobs-to-be-Done (JTBD) framework is a way of thinking about why people buy and use products or services. Instead of focusing on the features or functions of a product, JTBD focuses on the "job" or task that customers are trying to accomplish when they make a purchase.

Imagine you're buying a drill. You might think you're buying it for the holes it can make, but the real "job" you're hiring the drill for is to hang a shelf or put up some curtains. Understanding this helps companies make better products because they can tailor them to the actual needs and goals of their customers, rather than just the product's specifications.

The JTBD framework helps companies understand why people choose their products and how to make those products better suited to the jobs customers need to get done. It's about looking beyond the surface and getting to the real reasons people buy things.

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