The underlying goal a user hires a product to accomplish
Jobs to Be Done (JTBD) is a framework for understanding customer motivation. Rather than focusing on demographics, it asks: what 'job' is the customer hiring this product to do? Pioneered by Clayton Christensen, it reframes product decisions around outcomes, not features.
People don't buy a drill — they buy a hole in the wall. Airbnb users don't book a room — they hire Airbnb to feel like a local in a new city.