SaaS : Jobs to Be Done

Описание: Jobs-to-be-Done (JTBD) framework, a strategic lens that views products and services as tools customers "hire" to make specific progress in their lives. Rather than focusing on demographic data, this theory prioritizes the underlying causality and motivations behind a purchase, categorizing needs into functional, emotional, and social dimensions. The texts describe various methodologies for uncovering these needs, such as in-depth interviews aimed at mapping the buyer’s journey and identifying the "struggling moments" that trigger a switch in behavior. Key tools discussed include the Four Forces of Progress, which balance the push and pull of new solutions against the anxieties and habits of the status quo. Additionally, the sources highlight how companies like GitLab and Intercom apply these insights to refine product roadmaps, improve marketing messaging, and avoid the trap of building bloated, feature-heavy software. Together, these excerpts argue that understanding the true job a customer is trying to accomplish allows businesses to innovate more predictably and compete more effectively across different product categories.