Competition in 2026 is fiercer than ever, making it crucial for businesses to truly understand what drives their customers. JTBD, which stands for Jobs To Be Done, has become the gold standard for unlocking powerful customer insights that fuel innovation and growth.

By mastering JTBD, companies can predict customer needs, stay ahead of the competition, and design products that people genuinely want. This guide will walk you through the fundamentals of JTBD, the latest frameworks, practical steps for implementation, and the trends shaping 2026.