Jobs to Be Done Jobs to Be Done - overview Present Jobs to Be Done Ten plays for finding the progress customers are trying to make The plays come from the published JTBD literature Ten plays, each with an instance from Christensen, Moesta, Ulwick, and others. A switch is a contest between four forces Push of the current situation Pull of the new solution Anxiety about the change Habit of the present Most teams only add pull. Several plays work on the other three. Find the job in what people do Interview the switch: walk recent switchers back through what actually happened Uncover the emotional and social jobs: probe what people felt and who was watching Watch the workaround: treat improvised hacks as the most honest signal of demand Define the market by the job people are doing State the job without the product: verb, object, and context, true before the product existed Segment by struggling moment: group customers by the situation they are in Name the real competition: list everything people hire instead, including doing nothing Target non-consumption: design for the barrier that keeps people out Let the job settle what opinion cannot Score the outcomes before the roadmap: fund what is important and poorly served Lower the barriers to the switch: remove anxiety and habit instead of adding more pull Anchor strategy on the stable job: judge each new technology as a candidate hire for the old job Read the full collection profound.fyi/playbooks/jobs-to-be-done Licensed under CC BY-SA 4.0.