references/theories/jobs-to-be-done.md

# Jobs to Be Done

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Demographics do not explain switching or purchase triggers.

## Mechanism

Circumstance + progress + anxieties + alternatives explain hiring.

## Applied marketing use

Research triggers, forces of progress, and real alternatives.

## Failure modes

- Turning every interview statement into a universal job.

## Counterweights

- `stp`

## Sources

- `source:christensen-jtbd`