JTBD Analysis

Core Principle

A job is the progress a person is trying to make in a particular circumstance. Jobs are stable over time — technology changes, jobs don't. People hire products to make progress; they fire them when they fail.

The trap: Feature requests describe a proposed solution, not the underlying job. Always extract the job first.

Job Statement Format

When [situation/trigger], I want to [motivation/action], so I can [expected outcome]

Examples (good):

• "When I'm hosting a virtual networking event, I want to facilitate natural conversations between strangers, so I can create valuable connections that wouldn't happen otherwise."
• "When I join an event as a participant, I want to quickly find relevant people to talk to, so I can maximize the value of my limited time."