The Best Time to Use JTBD in the Product Development Lifecycle?

Job to be done is a descriptive framework based on the theory that people don't randomly use products, they hire certain products or services in order to make progress towards accomplishing goals. It enables researchers and product leaders to produce a desired outcome statement which defines how customers measure success when they're performing a specific job. The best time to use JTBD is at the discovery phase or the very beginning of the product development lifecycle. You would use this when you're exploring a new problem space or when you want to reimagine the current product experience being offered.