Absolutely! I work in design/innovation consulting, and we use JTBD quite a bit. It's a nice way to interpret user needs and avoid the pitfall of taking user feedback too literally. I view JTBD as a flavor of Human-Centered Design that gives teams structure around the "Desirability" piece of the Desirability / Viability / Feasibility framework.

We also hear the advice to "make a painkiller, not a vitamin," which is sort of a JTBD/HCD test in disguise.