What is the Jobs to be Done (JTBD) Framework?

A lot of marketing starts with buyer personas problems and moves directly to your solution.

Example: As a insert role here, I want to insert solution here.

This is a recipe for failure. JTBD helps us fix this flawed thinking.
JTBD helps us engage and convert better because we capture the customer's underlying situation, motivation, and the 3 ways they will evaluate available solutions and decide which one they'll buy.