Most companies treat product, marketing, sales, and hiring as separate problems to solve. Bob Moesta’s Jobs-to-be-Done (JTBD) framework suggests they’re all the same problem — understanding the progress people are trying to make, and why they choose (or don’t choose) your solution at a given moment.

If the same forces drive someone to buy your product and someone else to join (or leave) your team, what would change if your entire organization worked from that single insight?

How could your company look different if every department was aligned on the same “job” your customers and employees are hiring you for?