Jobs-to-be-Done (JTBD)
People hire products to make progress in a specific circumstance — functional, emotional and social; the job explains choices that demographics and features cannot, and prevents solving the wrong problem beautifully.
An everyday example
Morning milkshakes hired to make a boring commute interesting and keep hunger off until ten, not for taste.
What it can cost you
Building for the persona instead of the job; being sold a product that does a job you do not have.
Warning signs
- I know the customer's age and not their situation.
- The product does things and I cannot say what job it does for me.
One thing to do
Ask what progress you are trying to make, in what circumstance, and what you would fire to hire this; buy and build for that.
Is this happening to you right now?
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