Product Discovery & User Research
Last reviewed
Correct answer: C. The circumstances, or forces, that drive people toward and away from decisions
Explanation
The principle — the unit of analysis is the situation someone is in, not the person they are or the product they used.
Why the key is correct — the Institute defines it as Jobs to Be Done is a lens that reveals the circumstances—or forces—that drive people and organizations toward and away from decisions. Note both directions: it explains why someone picks a product up and why someone else puts it down.
Why the others are wrong — interface tasks begin after the decision the lens is about. Profile attributes describe who a person is rather than what is happening to them. And a feature request names an imagined solution rather than the situation behind it.
Remember this — jobs are about circumstances and forces, not about people or features.
Sources — the Clayton Christensen Institute on Jobs to Be Done.
Sources
“Jobs to Be Done is a lens that reveals the circumstances—or forces—that drive people and organizations toward and away from decisions.”
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