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description: Map growth opportunities by crossing job types with user segments
---

# JTBD Growth Matrix

Discover growth opportunities by mapping Core, Related, and Emotional jobs against Existing and New user segments.

## Steps

1. List **Core jobs** -- the primary functional tasks users hire your product to do
2. List **Related jobs** -- adjacent tasks users do before, during, or after the core job
3. List **Emotional jobs** -- how users want to feel or be perceived
4. Map each job type against **Existing users** (serve better) and **New users** (expand reach)
5. Score each cell for opportunity size and your right to win
6. Select the highest-potential cells as growth initiatives

## Output Format

| | Existing Users | New Users |
|---|---------------|-----------|
| **Core Jobs** | [Opportunities] | [Opportunities] |
| **Related Jobs** | [Opportunities] | [Opportunities] |
| **Emotional Jobs** | [Opportunities] | [Opportunities] |

**Top growth bets:**
1. [Cell] -- [Initiative + rationale]
2. [Cell] -- [Initiative + rationale]