"What job have you hired the product for?"

Leads to discovery of indirect competitors

"A job is some progress that the customer seeks to make."

Circumstance has an impact - product hired by the consumer for different jobs in different circumstances (milkshake problem)

Three aspects

• Functional
• Social
• Emotional

Job is not

a. Life goal

b. Need

Job includes circumstance which need doesn't

• JTBD approach rolls up in to Life goal sometimes
• JTBD expands the competitive setting for a company

Focus on the "Why" - the how changes over time with technology

Process

• Identify jobs to be done
• Create experiences around solution
• integrate your company process to deliver solution

Why?