Your product or company exists to help customers do the right work and their best work. Each day, they have jobs that they are trying to do: projects, tasks, communicate, meetings, expense reports, or even eating lunch. We provide tools that customers use to accomplish some of these jobs. They hire and fire different tools or services depending on how well they do or do not work. Jobs to be Done (JTBD or Jobs theory) is a powerful technique for researching and designing successful products. Unfortunately, the term has become a buzzword that’s misused and often misunderstood. “Aren’t they just users stories,” you ask? No, they’re not. In this talk I’ll take you through what JTBD actually is and how we can use it to design products with great success at Workfront. I’ll share some insights about how you can get more out of the basic technique through examples and a case study.