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We’ve all seen the Clayton Christensen drive-through milkshakes video, heard the Snickers story and possibly brought the mattress; but many years on, JTBD (jobs to be done) still means different things to different people. At Redgate, JTBD is now a key part of our design toolkit. It gives us a top-down, solution-agnostic understanding of users’ needs; along with an understanding of the situation and context in which those needs manifest. We’ll talk about how JTBD helps us to discover new opportunities for innovation and to connect design decisions back to the jobs our products seek to address.