Jobs-to-be-done
Jobs-to-be-done (JTBD) is a product-discovery framework, popularised by Clayton Christensen, that frames features in terms of the 'job' a customer is hiring the product to do, the underlying outcome they want, rather than demographic personas or feature lists.
JTBD's strength is shifting product conversations from 'who is our user' to 'what are they trying to accomplish', which generalises across segments and surfaces non-obvious competitors (the milkshake competes with bagels and boredom, not other milkshakes). The practical artefact is a job statement: 'When [situation], I want to [motivation] so I can [outcome].' JTBD pairs well with user-story mapping (which translates jobs into delivery slices) and with discovery research (which validates that the proposed job is the one customers actually have). Critique: JTBD can over-abstract, at some point you do need persona-specific decisions about UI, language, and channel.