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# A JTBD is…
- URL: https://www.amoebaunlimited.com/2026/07/30/a-jtbd-is/
- Published: 2026-07-30T23:04:05.000Z
- Updated: 2026-07-30T23:04:05.000Z
- Author: Bryan King
- Tags: JTBD

![](https://storage.ghost.io/c/5f/0a/5f0a0216-40d7-460a-8e9c-2e421ad8fd76/content/images/2026/07/image.png)

This cartoon from Bob Moesta’s [Demand-side Sales 101](https://www.amazon.com/Demand-Side-Sales-101-Customers-Progress/dp/1544509987?ref=amoebaunlimited.com) is the perfect summary of jobs-to-be-done thinking.

> A JTBD is the progress that a person is trying to make in a particular struggling circumstance.

It’s our job as producers to get them from point A to point B in the fastest way or the cheapest way or the most comfortable way, but in the way that best suits the consumer’s current condition.