What it means
Coined via Clayton Christensen, JTBD reframes demand around the progress a customer is trying to make and the context they are in — functional, emotional, and social. The classic line: people do not want a quarter-inch drill, they want a quarter-inch hole.
Why it matters
JTBD stops you describing features and starts you addressing the real motivation, which makes positioning, ad hooks, and landing pages resonate. It also reveals your true competition — often a clumsy workaround or "doing nothing," not the obvious rival.