As I started to look up "thrv," the company whose founder would be speaking at UserTesting on behalf of ProductTank, the first option that displayed on my search bar was "thrv jobs to be done," demonstrating the strong connection between the product management software firm and the product theory introduced by Harvard Business School professor Clay Christensen. Jobs-to-be-done is a framework that encourages product leaders to think beyond customer demographics or personas (who your customers are), to focus instead on what they need. And if a need can be defined in the context of a 'job,' then your customers are 'hiring' products and services that help them 'do' that job.