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The Ultimate Guide to Jobs To Be Done (JTBD) | Insights from Bob Moesta, Co-Creator of the…
- The Jobs To Be Done (JTBD) concept focuses on understanding what 'job' customers are hiring a product to do, rather than solely focusing on features or competition.
- By reframing competition through the lens of JTBD, businesses can uncover essential customer needs and perspectives.
- Identifying struggling moments where customers face unmet needs can lead to innovative solutions that address deep-seated emotional or contextual issues.
- Effective innovation comes from recognizing unresolved struggles and aligning competing forces to drive change.
- JTBD emphasizes the importance of stories over opinions in user research, helping companies gain actionable insights.
- Customer interviews play a crucial role in JTBD, offering valuable insights when conducted thoughtfully.
- Digging beyond surface-level explanations in customer interviews can reveal the true motivations behind purchasing decisions.
- While JTBD is a powerful tool for understanding customer needs and motivations, it may be less effective for audiences with limited agency.
- JTBD encourages businesses to see themselves through the eyes of their customers, understanding their goals, emotions, and struggles.
- Reorienting around JTBD can help startups better address customer needs and make informed decisions to improve product performance and innovation.
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