📓 jobs to be done

• people seek tools to complete their jobs-to-be-done

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole"

(my thought - these jobs stem from desires; + seek to maintain or recreate certain mental states; avoid bad ones)

Questions to ask to define a job-to-be-done

• What progress is that person trying to achieve?
  • functional, emotional, social
• What are the circumstances of the struggle?
• What obstacles are getting in the way of the person making that progress?
• Are consumers making do with imperfect solutions through some kind of compensating behavior?
• How would they define what “quality” means for a better solution, and what tradeoffs are they willing to make?

finding opportunities

• Finding a job close to home.
• Competing with nothing.
• Workarounds and compensating behaviors.
• Look for what people don’t want to do.
• Unusual uses (baking soda)
• forces compelling
  • strong frustration w/ problem
  • strong solution
• forces opposing change
  • habits of present (I'm used to doing it this way)
  • anxiety of something new (what if its not better)

• solution
  • customer journey that matches the customer's anxieties, desires, emotions, hopes etc.
• organize business around jobs-to-be-done, metrics,