Understand your customers

Who are my real competitors once I think in jobs to be done?

The short answer

Anything the customer currently 'hires' to get the same job done, including a spreadsheet, a WhatsApp group, a competitor, or doing nothing at all. Coffee competes with kale for 'energize my morning'. Your toughest rival is usually the status quo, not another app.

Go deeper, your way

3 hand-picked resources, 3 link-checked. Pick how you want to dig in.

▶️ Video
✓ Link checked Free Beginner

Why we picked it Michael Seibel's crisp framing of holding the problem and customer tightly while holding the solution loosely, the mindset that keeps competitor and problem research honest. Free and canonical.

How to Plan an MVP

On Y Combinator Startup Library by Michael Seibel ~15 min

  • Hold the problem and customer tightly, the solution loosely
  • Talk to a few users before building, a little research beats none
  • 'No competitors' often signals a weak problem, not a blue ocean
  • Iterating changes the solution; pivoting changes the problem
Open ycombinator.com →
📖 Book
✓ Link checked Free Intermediate

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.

When Coffee and Kale Compete: Become great at making products people will buy

From jtbd.info / alanklement.com by Alan Klement ~230 pages

  • 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
Open alanklement.com →
📄 Article
✓ Link checked Free Beginner

Why we picked it The primary-source telling of the milkshake story, the single most memorable illustration of Jobs to Be Done, straight from Christensen and HBS. The best on-ramp to JTBD.

Clay Christensen's Milkshake Marketing

From HBS Working Knowledge by Clayton Christensen (via Harvard Business School) ~8 min read

  • Customers 'hire' products to do a job in a specific situation
  • The milkshake was hired to make a boring commute bearable, not just for taste
  • Understand the job, and the right product improvements become obvious
  • Demographics miss the point, situation and job drive purchases
Open library.hbs.edu →

Terms in this answer

Jobs to Be Done

People also ask

What does 'jobs to be done' actually mean? People don't buy products, they 'hire' them to make progress in a specific situation, the famous milkshake was hired to make a boring commute beara... Beginner 2 resources → How is JTBD different from features, personas, or user needs? Personas describe who; JTBD describes the progress they're trying to make and the struggle that pushes them to switch. Features are your answer; th... Intermediate 2 resources → 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... Intermediate 3 resources → How do I turn a job to be done into product and messaging decisions? Write the job as a struggling-moment statement ('when I ___, I want to ___, so I can ___') and use it as the filter for what to build and how to pi... Advanced 2 resources → How many customer interviews do I need before I trust the job I've found is real? There's no magic number, but the honest signal is repetition: when your last three interviews stop surprising you and start confirming the same str... Intermediate 3 resources → Customers say they want feature X, but is that the job or just a solution they've imagined? Almost always it's a solution they've imagined, and building it verbatim is how founders ship features nobody uses. The job hides one layer beneath... Intermediate 3 resources →

Also in How Founders Use AI

How founders actually use AI for this, over in Market Research.

How do founders validate a startup idea with AI in a weekend? Treat AI as a fast research assistant, not the judge. On day one, have ChatGPT or Claude turn your idea into testable assumptions, competitor lists... 20 resources → How do I use AI to map competitors, pricing, and positioning? Use a deep research tool (ChatGPT, Gemini, or Perplexity) to build the first competitor landscape in an hour: who they are, features, pricing pages... 22 resources →

Also in GTM

The same ground, over in Who you sell to, and why they care, our GTM track.

What is an ICP and how is it different from a persona? People use both words for the same thing. An ICP describes the company you want as a customer: size, industry, what they already use, what has to be true for your product to matter. A perso... 4 resources → What is positioning in plain English, and why does everyone insist we have got it wrong? Positioning is the context you give a buyer so that your strengths look obvious. It is the answer to 'what kind of thing is this and who is it for'... 3 resources →
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