A Job-To-Be-Done (JTBD) is a revolutionary concept that aims to guide innovation and help the inventor to go beyond simply improving a current solution. Innovation is a process for finding solutions that meet the unmet needs of customers. A JTBD is neither a product nor a service, it is the highest purpose for a customer to buy a particular product or service. A JTBD seeks to help the entrepreneur understand that a customer does not buy products or services themselves, but a