JTBD analysis is the most powerful technique today that drives discovery and innovation globally better than anything else. Marketing knows who exactly to target, why, and how to speak to them. The product knows exactly who is the customer, and user, what features to build, and how they will be used. Sales know who are main champions and how to talk to prospects better. Executives and investors get higher ROI with the lowest risks.

To create a JTBD (jobs-to-be-done) survey, first have the list of personal outcome metrics prepared that you want to analyze deeply. JTBD survey is part of the exploratory JTBD analysis and continuous discovery.

Welcome to the introductory guide about JTBD, how to define, measure, and analyze them, and take an action. Let’s start from the hierarchy of the information and the relationship between Journeys-to-be-done (JyTBD), Jobs-to-be-done (JTBD), Job stories and forces of progress, Interviews, and statistical personal metrics (p-metrics).