Core insight: Customers don't buy products. They hire them to make progress in specific circumstances. Understanding the job — not the customer demographics or product features — is what predicts success.

Dual-use skill:

• Sales/BDR Mode: Use Forces of Progress and Switch Interviews to understand why prospects switch, structure discovery calls around the job map, and frame value propositions as outcome statements
• Strategy Mode: Use the full ODI methodology to score outcome importance vs satisfaction, identify underserved opportunities, and analyze competitive hiring/firing dynamics

When to activate: user asks about jobs to be done, JTBD analysis, customer jobs, outcome-driven innovation, forces of progress, switch interviews, or why customers switch solutions.

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Quick Start

Trigger: analyze [company/product/market] using JTBD