Jobs to Be Done: Understanding What Customers Really Want

The Jobs to Be Done (JTBD) framework helps entrepreneurs and innovators uncover the real reasons customers “hire” a product or service. Rather than focusing on demographics or surface-level preferences, JTBD digs deeper into the progress people are trying to make in their lives and the obstacles they face.

In this interactive workshop, participants will:

• Learn the core principles of the Jobs to Be Done theory and how it differs from traditional market segmentation.
• Practice identifying customer “jobs,” desired outcomes, and pain points.
• Explore real-world examples of how leading startups use JTBD to create products that resonate.
• Apply the framework to their own business ideas, uncovering insights that can guide product development, marketing, and customer discovery.

By the end of the session, you’ll walk away with a sharper understanding of your target customers, tools to reframe their needs as “jobs,” and a process you can integrate into ongoing discovery and validation work.