A Jobs-to-be-Done lens on consumers deciding which product to purchase

An example of the intersection between various Jobs-to-be-Done

Note: The purpose behind these catalogs is not to tell you where the gaps are in the market. They don’t highlight pain points. The customer success statements that are included in the core job are ways an end user / consumer / buyer could evaluate how well they can get the job done. We’re not scoping the research around a single solution, or even a category of solutions. The purpose is to identify where the current solutions fail to get the job done well, or don’t get enough of the job done. This is the starting point of your research unlike other Jobs-to-be-Done approaches that conflate job statements with assumptions and feelings. Only the market can tell you these, and that can’t be done with a handful of interviews.

A few years back I began thinking more about the consumption chain (what normal people call customer journeys). This is because more companies are obsessed with this than they are figuring out if they offer the right product(s)! We’ve been programmed to believe it’s abo…