PM Jobs-to-be-Done
(2026 Edition)
3 JTBD dimensions and 4 practical uses for PMs.
Build JTBD PM Skills — Free →3 Dimensions
Functional job — the practical thing the user is trying to get done
Emotional job — how they want to feel (or avoid feeling) while doing it
Social job — how they want to be perceived by others
4 Practical Uses
Framing opportunities — what job is underserved in this market?
Evaluating competitors — what job are they doing better or worse?
Scoping features — which job does this feature serve, and is it the priority one?
Sharpening messaging — speak to the job, not the feature
FAQ
JTBD or personas — which is better?
Use both, for different purposes. Personas describe who users are; JTBD describes what they're trying to achieve. Personas help with empathy and design; JTBD helps with opportunity framing and prioritisation. The classic mistake is using personas alone, which leads to demographic stereotyping and missed user motivations.