Jobs to Be Done
The functional + emotional outcome a customer "hires" your product to deliver.
What it is
Jobs-to-be-Done (JTBD) frames buying as "hiring" a product to deliver an outcome. The job has functional + emotional + social dimensions.
Classic example
Milkshakes for breakfast. The functional job was "hold over until lunch." The emotional job was "make commute less boring." Once McDonald's figured it out, they sold thicker shakes (slower drink = longer entertainment).
Why it matters
Positioning by JTBD beats positioning by feature. Every time. Buyers don't buy what your product is. They buy what it does for them.
How to find your job
Pull 30+ customer interviews/reviews. Note: when did they hire you? What were they doing before? What outcome were they actually trying to get? The job is the through-line.
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