Key Points

● Utilize the Jobs to be Done (JTBD) Theory to better understand what your customer’s needs are.

● Identifying the job of your product in the eyes of the consumer involves defining what functional task is trying to be achieved. You must also identify the customer’s functional, emotional, and social needs as well as their desires related to your product/service.

● You should consider the context of the job being done as well as the customer segment performing that job as this will fundamentally change the scope of what you are evaluating.

● Your focus should be on customers achieving goals, not on product features.