Essay

How to Find a Market? Use Jobs to be Done as the Front End of Customer Discovery

Steve Blank Free Advanced

Blank argues that market definition, not just customer interviews, is the step founders skip, and that getting it wrong is what makes you chase the wrong buyer for months. A denser read from the founder of customer development, useful once you suspect the problem is bigger than any one interview.

  • Defining what job customers are hiring you for comes before defining who they are
  • A wrong market definition invalidates the customer needs you already gathered
  • Pivoting the target market is often more fundamental than pivoting the product
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The question it answers

  1. How do I know if I'm targeting the wrong customer?

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