Jobs-to-be-done is a method product teams can use to identify unmet customer needs, identify competitor weaknesses, and build high-growth product roadmaps. JTBD has been popularized by Harvard Business School’s Clay Christensen, and the basic idea is that customers are not “buying” a product (e.g. a CD, record, MP3, or iPod), they are “hiring” a product to help them get a job done (e.g. curate music). Products and technologies change over time, but a JTBD does not. This has implications for every part of the product management process: including choosing a market, segmenting customers, pricing a solution, generating product ideas, and prioritizing a product roadmap.
Jay Haynes is Founder & CEO of thrv, the first and only jobs-to-be-done software for product teams. Jay is an award-winning CEO with 25 years of experience formulating and executing product strategies. Prior to thrv, Jay was CEO of Strategyn, a leading jobs-to-be-done research firm. Jay was CEO of two startups funded by Draper Fisher Jurvetson and Kleiner Perkins. Earlier in his career, Jay worked as an investment professional with GTCR Golder Rauner, a leading private equity firm in Chicago with over $3 billion under management. Jay also worked as a Product Manager at Microsoft in the Windows Group. Jay graduated Phi Beta Kappa with highest honors from Brown University, and he received his MBA with distinction from Harvard Business School.