A JTBD represents a situation where products are used for purposes beyond their purely functional aspects. True innovation can come from this realization. Do all products have jobs-to-be-done? Does improving function or process constitute innovation?
JTBD involves understanding a user's situation, what she is attempting to get done, her pains, fears, and other emotional elements. The Value Proposition Canvas is a visual tool to represent much of the same. I would like to explore how the two could be used together.