Customers & Research
Understanding the problem (JTBD)
People hire products to do a job, find the job.
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...
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...
Who are my real competitors once I think in jobs to be done?
Anything the customer currently 'hires' to get the same job done, including a spreadsheet, a WhatsApp group, a competitor, or doing nothing at all....