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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 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 → 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 → I'm a non-technical founder validating an idea. How do I map the job before I've built anything to demo? You don't need a demo to understand a job, you need conversations, and the lack of a product is actually an advantage because people talk more free... Beginner 3 resources →
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