LexiconDemand & Brand
Jobs to be done (JTBD)
المهمة المطلوب إنجازها
Definition
Jobs to be done is the idea that people “hire” a product to get a job done in a circumstance, so the circumstance explains a purchase better than the buyer's attributes. Clayton Christensen and colleagues set it out in 2016; the same man hires a restaurant for a work lunch at 1 pm and a family night at 11 pm.
In plain words
People do not buy your product for itself but to get a particular need done at a particular time.
Also searched as
- JTBD
- jobs theory
- customer job
- المهمة المطلوب إنجازها
Origin and credit
The concept comes from Clayton M. Christensen, Taddy Hall, Karen Dillon and David S. Duncan. What the series adds is the application to Saudi multi-branch groups and the decision rule.
Original source
Where it is used
In Beneath Marketing
Related terms
How to cite this definition
Alhajj, S. (2026). “Jobs to be done”. In The Revenue Engineering Lexicon, version 1.0. Riyadh. https://seiflden.com/lexicon/jobs-to-be-done/
For the concept itself, cite the original: Clayton M. Christensen, Taddy Hall, Karen Dillon & David S. Duncan, “Know Your Customers’ ‘Jobs to Be Done’”, Harvard Business Review, September 2016.