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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 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 → 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.... Intermediate 3 resources → How do I turn a job to be done into product and messaging decisions? Write the job as a struggling-moment statement ('when I ___, I want to ___, so I can ___') and use it as the filter for what to build and how to pi... Advanced 2 resources → Customers say they want feature X, but is that the job or just a solution they've imagined? Almost always it's a solution they've imagined, and building it verbatim is how founders ship features nobody uses. The job hides one layer beneath... Intermediate 3 resources → Different customers seem to hire my product for completely different jobs. Do I pick one or serve them all? Pick one to lead with, at least until you have traction, because messaging that speaks to three jobs speaks clearly to none. Multiple jobs is commo... Advanced 3 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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