Companies work on many growth initiatives such as new product development, innovation, UX projects, etc. It’s clear that the success of these initiatives depends on how well they meet the needs of the users and customers. Jobs-to-be-done (JTBD) is the most powerful framework to take the true outside-in perspective. It helps to identify real customer needs independently of internal hypotheses, beliefs and biases. A key challenge to apply JTBD however is the right framing for