# Introduction - Job to be done = What is the thing my customer is trying to achieve with my product? - This fundamental to any product. Every successful B2B product is solving one or several jobs to be done for their customers. - Jobs to be done can be many things: generating leads, converting more leads, saving time, being in compliance, having visibility, shipping faster, communicating better, catching up on competition, etc. # Going further - Jobs to be done: [Know Your Customers' "Jobs to Be Done"](https://hbr.org/2016/09/know-your-customers-jobs-to-be-done) - [Template: JTBD --> Value Props](https://docs.google.com/document/u/0/d/1NmKemkMOJh4DVLmTMhVUgLjG9i0_-5mqsEdCQcYH6wI/mobilebasic)