Jobs-to-be-Done

Users hire products to make progress in a situation. Find the job, not just the feature request. Do not start from feature usage. Start from progress, circumstance, and current alternative.

Goal

• Understand desired progress.
• Identify starting point and end goal.
• Capture context and trigger.
• Identify functional, emotional, and social jobs.
• Find true competition.
• Define what failure means.
• Reduce switching anxiety.