Challenges to overcome

👉 Risk aversion - new product, uncertainty

👉 Force of habit - old but incomplete solution

👉 Interia - Making do with solution

What product is the customer firing to hire your product?

Circumstance around JTBD already exists

Two hires

👉 Big hire - purchase decision

👉 Small hire - use to solve problem, frequency comes into play

Two forces at play for success

• Push to solve problem is strong
• Pull to buy your solution is strong

#Jobs-to-be-done