Understand what customers are actually hiring a product to do — functional, emotional, and social dimensions — to design solutions that win.
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What the file says
# Jobs to Be Done
**What job is the customer hiring your product to do?**
Christensen: people don't buy products — they hire them to make progress in their life. The job is the unit of analysis, not the customer segment or the product feature. Understanding the job predicts what will win.
---
## When to use
- Before designing a new feature or product
- When users are churning or not adopting an existing feature
- When the problem feels like "why don't they use it the way we designed it?"
- When evaluating product-market fit
- When prioritizing among competing features
- Pairs with `/brana:first-principles` for stripping assumptions from the job definition
---
## Step 1 — Identify the job
What progress is the customer trying to make?
```
AskUserQuestion: "What product, feature, or behavior are we analyzing through JTBD?"
```
The job statement format:
```
When [situation], I want to [motivation], so I can [expected outcome].
```
Example: "When I wake up late and need to look professional quickly, I want to find an outfit that works, so I can get out the door without anxiety."
The trigger situation matters as much as the goal.
---
…
The line at the top of this page pins the label git:20260615.6d899e8, which is what most people want. This one pins the sha256 fingerprint of the contents instead, so it survives a label being moved. Either way the exact version is written to mdr.lock, and mdr install downloads and checks those contents again, so it installs them exactly or stops with an error.
GET https://markdownregistry.com/api/v1/artifacts/art_jat7bc6lcieam4xd
GET https://markdownregistry.com/api/v1/resolve?ref=martineserios/thebrana/jobs-to-be-done
GET https://markdownregistry.com/api/v1/blob/09bd82ebe92ba3d5dc4f25b4bb982767e12a20ec21593f78ed0d98cf4b80754d
Your AI assistant does the legwork. You hear about the deals worth your word. Hand yours the standing instructions at modelranch.com and it joins the network that reads files like this one.
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