Jobs To Be Done
Understand the progress customers are trying to make.
When I just wrapped a demo call, I want to send a follow-up in under 10 minutes, so I can keep the deal warm without sounding like a template. Today I rewriting notes by hand or asking a colleague.
Why it works▾
People don't buy products. They hire them to make progress in a specific situation. If you don't know the job, you don't know the competition.
When to use▾
Positioning, messaging, and roadmap decisions where you keep losing to unexpected alternatives.
Steps in detail▾
Situation
The context that triggers the job. Not demographics — a moment. 'Just wrapped a demo call and need to send a follow-up in the next 10 minutes.'
Motivation
The functional, emotional and social progress the customer wants to make. All three matter — ignore emotional and you sound like a spec sheet.
Outcome
The measurable result that defines success for them. Speed, confidence, status, less anxiety. Their metric, not yours.
Competition
Everything else they'd hire — including doing nothing, using a spreadsheet, or asking a colleague. That's your real competitor set.
Pitfalls▾
- 01Confusing personas with jobs.
- 02Writing jobs that are really features in disguise.