OKRs and JTBD - context, motivation and success criteria

Overview
In this article Jeff Gothelf examines how Objectives and Key Results (OKRs) can be aligned with the Jobs-to-Be-Done (JTBD) framework. He explains the context, motivation, and success criteria for using OKRs together with JTBD to shape product strategy.

Key Takeaways

• JTBD clarifies the underlying reasons behind user behavior.
• OKRs provide measurable goals that can test whether the product strategy derived from JTBD is effective.
• Combining JTBD insights with OKRs helps teams stay focused on outcomes that matter to customers.
• Clear success criteria make it easier to evaluate progress and adjust tactics.

Who Would Benefit

• Product managers and product owners.
• Engineering leaders and technical managers.
• Coaches and consultants guiding product discovery.
• Executives interested in aligning strategy with customer needs.

Frameworks and Methodologies

• Jobs to Be Done (JTBD)
• Objectives and Key Results (OKRs)