Jobs to Be Done (JTBD) is a messaging framework that centers product and landing-page copy on the underlying job a customer is trying to accomplish, rather than on a list of product features.
Intercom applied JTBD to its landing pages roughly 15 years ago, orienting copy around the job the customer needed done (e.g., resolving a support ticket) instead of enumerating chat-widget features. The same instinct reappears decades later in Intercom's AI-era pivot — see Intercom's Fin: Rebuilding Around AI Anchored to the Customer's Job — where Fin is anchored to that same underlying job rather than to 'AI' as a feature.
JTBD complements Dunford's Five-Part Positioning Framework: where positioning asks who cares and why, JTBD supplies the customer-side vocabulary ('the job') to write the actual copy around.