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