Posts tagged "Jtbd"

When we think about product adoption, the focus usually falls on the end user. Product managers map user needs with frameworks like jobs-to-be-done (JTBD), ensuring the product fits a real workflow. But in B2B, adoption doesn't always equal purchase. Deals often hinge on an informal buying committee — a shifting group of individuals who influence or approve decisions, even if they never use the product directly. This isn’t a boardroom-style committee. It’s a loose network...

In Part 1, we explored the forces that generate demand: the push of dissatisfaction with the status quo and the pull of a better future. Together, they explain why customers look for change and what attracts them to a solution. But even when push and pull are strong, adoption isn’t guaranteed. Hidden forces often prevent products from being hired. These are the demand reducers: Inertia and Anxiety. As Alan Klement describes, these forces are as...

We hear a lot about being “customer-centric.” It’s on slides, in strategy decks, and peppered into pitches. But too often it’s a buzzword. The real test is this: do we truly understand why customers choose our products—or why they don’t? The Jobs-to-be-Done (JTBD) framework, shaped by thinkers like Alan Klement, offers a clearer lens. Customers don’t buy products because of features alone. They “hire” them to make progress in their lives. That progress is the...