Understand your customers
Understanding the problem (JTBD)
People hire products to do a job, find the job.
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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...
I'm a domain expert building for my own industry. Does knowing the field too well make me worse at spotting the real job?
It can, because expertise makes you assume you already know the answer and skip the listening. The trap is confusing your job (what you struggled w...
How do I find the job when my customers can't articulate it themselves?
Stop asking them to explain the job and start reconstructing the moment they last switched from one solution to another. People are bad at abstract...
Different customers seem to hire my product for completely different jobs. Do I pick one or serve them all?
Pick one to lead with, at least until you have traction, because messaging that speaks to three jobs speaks clearly to none. Multiple jobs is commo...
My product is for Indian small businesses who mostly run their operations on WhatsApp. How do I frame the job against a free tool they already love?
The job isn't "replace WhatsApp", it's whatever WhatsApp does badly at scale: losing track of orders, no records, chaos when volume grows. Frame yo...
When is the job someone hires my product for actually an emotional or social one, not a functional one?
More often than founders assume, because we default to functional explanations and miss the feeling underneath. People hire products to feel compet...
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