Customers & Research
Understanding the problem (JTBD)
People hire products to do a job, find the job.
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...
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...