// GTM
Jobs to Be Done
Also known as JTBD
Clay Christensen's framework: customers 'hire' a product to do a specific job in their life or work.
In depth
JTBD shifts the question from 'who is my customer' (persona) to 'what job are they hiring me to do'. The classic milkshake study is canonical. JTBD is the discipline behind good positioning and honest product roadmap prioritisation.
Related terms
Persona
A named archetype representing a specific role in the buying committee, champion, user, EB, etc.
Positioning
The deliberate choice of what your product is, who it's for, and what it's better than. April Dunford's discipline.
ICP
Ideal Customer Profile, the tightly-defined firmographic + behavioural profile of the accounts you win, keep and expand.