Part I: How I Came to JTBD (and Why You’re Here)

There’s a specific flavor of chaos you only witness in GTM teams.

Funnels don’t add up.

Attribution arguments loop endlessly.

Sales says the leads are bad.

Marketing says sales ignores the good ones.

Product claims adoption issues aren’t their fault. Leadership keeps asking for a “new strategy” every few months.

Everyone is working hard. Everyone is stressed. Everyone cares. But somehow… nothing feels aligned.

The moment that snapped everything into clarity for me… the moment the fog lifted… was when I stopped trying to fix the machinery and instead asked:

“What is the customer actually trying to get done?”

That realization led me to Jobs to Be Done. Not the academic version. Not the product‑team‑only interpretation. But the GTM interpretation — the one operators can actually use.

You’re in the right place.

<aside> 💡

If you’re here, it probably means:

You want a system that scales with complexity
You want a strategy grounded in truth
You want clarity
You want alignment </aside>

Part II: What JTBD Actually Means in GTM

A “job” is the progress your customer is trying to make, in a specific context, with constraints, emotions, stakes, and desired outcomes.

Customers don’t buy products. They buy progress.