JTBD全称Jobs To Be Done，中文翻译为待办任务（或待完成工作），也有人称其为“焦糖布丁理论”。是由哈佛大学教授Clay christansen于2003年提出，一种洞察用户需求的模型及理论，被认为是颠覆性创新的理论基础。JTBD中的一些概念并不是全新的，但它确实是一个少有的可用于产品创新的系统性研究框架。

In 2016, Clayton Christensen, a Harvard Business School professor, wrote a book called Competing Against Luck. In his book, he talked about the kind of jobs that exist in our everyday life and how we can uncover hidden jobs through the act of non-consumption. Non-consumption is the inability for a consumer to fulfil an important Job to be Done (JTBD).

JTBD is a framework; it is a different way of looking at consumer goals and is based on the notion that people buy products and services to get a job done. In this article, we will walk through what the JTBD framework is, look at an example of a popular JTBD, and look at how we use the JTBD framework in one of Grab’s services.

Is innovation inherently a hit-or-miss endeavor? Not if you understand why customers make the choices they do.

只陶醉于你打造的1/4英寸钻头有多锐利？但用户真正想要的是一个1/4英寸的洞而已。

Job-to-be-done framework是近些年来硅谷公司在产品开发中经常实践的方法论。它的哲学来源于一个简单的原理，人有需要外界帮助才能解决的问题，所以他们需要 “雇佣(hire)” 产品或服务来做这些Job。只有我们把聚焦点放在实质性的Job，而不是解决方案，我们才能真正满足用户的需求，最大程度地扩大创新的可能性。哈佛商学院的市场营销教授 Theodore Levitt这样类比到，“人们不想买四分之一英寸的钻头。他们想要一个四分之一英寸的洞。”

我一开始接触到JTBD framework的时候非常不屑，并没有觉得这个方法论有多么惊世骇俗。无论Job, use case, user story, task 等等，总感觉是新瓶子装旧酒，总离不开“定义问题”本身。直到我最近part time在公司做了一个0 → 1 的孵化器项目，一轮轮面向CXO和VP的pitch过后，我更加确定了“定义问题“真的不是一件容易的事，”创新“也常常沦为套路。这个时候我才认识到JTBD的好处。

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