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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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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 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 → 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... Advanced 3 resources → 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... Advanced 3 resources → 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... Advanced 3 resources →
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