JTBD (Jobs To Be Done)

A strategic framework centered on diving into the core needs and desires of the customers. It is aimed to understand what the customers are truly trying to achieve – the 'jobs' they need to get done – and then align the solutions to fulfill those specific needs. In a cloud storage service, the JTBD could be "securely storing and easily retrieving files." The company might then develop features like two-factor authentication and an intuitive UI to meet this job.