How do I actually uncover the job my customers are hiring my product for?
Interview people who recently switched to or bought something in your space and reconstruct the timeline: what triggered the search, what they used before, what pushed and pulled them. The story of the switch reveals the real job, not a survey asking 'what features do you want?'.
Go deeper
3 resources, 3 link-checked.
📖 Book
✓ Link checkedFreeIntermediate
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.
The canonical HBR article that formalizes JTBD from its originators, the authoritative reference every founder citing 'jobs to be done' should have actually read.
A YC partner turns 'talk to users' into a repeatable 5-question interview script you can use this afternoon. It's The Mom Test compressed into a lecture, perfect if you want the method fast before reading the book.
