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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 many customer interviews do I need before I trust the job I've found is real? There's no magic number, but the honest signal is repetition: when your last three interviews stop surprising you and start confirming the same str... Intermediate 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 → What are the most common ways founders get JTBD wrong in practice? The big three: treating a demographic as a job ("millennials want convenience" is not a job), writing the job so broadly it fits any product, and m... Beginner 2 resources → How do I know if the job I'm solving is a painkiller people will pay for or just a vitamin they'd like? Watch for what they're already doing about it: a painkiller job has people spending money, cobbling together workarounds, or losing sleep, while a ... Intermediate 3 resources →
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