jtbd-framing

products get hired for jobs. people fire products that don't do the job well.

the canonical structure

when [situation],
i want to [motivation],
so i can [outcome].

each part has rules.

situation

the context, not the role. "when i'm preparing for a quarterly board meeting" is a situation. "as a finance director" is a role and doesn't tell us what triggers the need.

situations are specific moments. trigger-able. observable.