Uncover the real "job" customers hire your product to do. Goes beyond features to understand functional, emotional, and social motivations. Use when user says "jobs to be done", "jtbd", "why do custom
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Customers don't buy products. They HIRE products to do a job.
"People don't want a quarter-inch drill. They want a quarter-inch hole." Actually: They want a shelf โ to display photos โ to feel proud of family.
| Dimension | Question | Format |
|---|---|---|
| Functional | What task needs doing? | "Help me [verb] [object]" |
| Emotional | How do I want to feel? | "Make me feel [emotion]" |
| Social | How do I want to be seen? | "Help me be seen as [quality]" |
PRODUCT: [What you're analyzing]For [User Type]: JOB: "When [situation], I want [motivation], so I can [outcome]"
๐ FUNCTIONAL: [Task to accomplish] ๐ EMOTIONAL: [Feeling desired] ๐ฅ SOCIAL: [Perception desired]
ALTERNATIVES: [What else could do this job?] UNDERSERVED: [What part isn't done well?] PRIORITY: Critical / Important / Nice-to-have
Compounds with:
See references/examples.md for Artem-specific JTBD analyses
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