📖 Book
Free
Intermediate
When Coffee and Kale Compete: Become great at making products people will buy
From jtbd.info / alanklement.com by Alan Klement ~230 pages
Why we picked it
The most practitioner-friendly deep dive into JTBD, with interviews and case studies on applying it to real products. Free to read and written by a leading JTBD practitioner.
- A job is the struggle to turn a current situation into a preferred one
- Seemingly unrelated products (coffee vs kale) compete for the same job
- Study switching moments, the push and pull that make people change
- Attach value to what the product does for the customer, not to features