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Understand your customers

Understanding the problem (JTBD)

People hire products to do a job, find the job.

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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 write survey questions that surface the job instead of just confirming what I already believe? Surveys are terrible at discovering jobs and decent at sizing ones you've already found through conversation, so don't lead with them. When you do ... Intermediate 3 resources →
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