Job-to-be-Done: the 6 questions
that uncover what people
really want
People rarely choose a product for the sake of the product itself. They choose it because it helps them make progress. Understand that job and you no longer have to guess.
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Six questions you can ask word for word in a conversation.
From the progress someone was after to the trigger, the deeper layer, the alternative, the barrier and the measure of success.
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A check for every question, so you know whether the answer is good enough.
Does the answer contain a verb, or just an opinion? Have I gone beyond the functional?
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A formula card that turns the answers into one sentence.
When I..., I want to..., so I can... At the end of that sentence sits the Job-to-be-Done.
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The thinking of Harvard professor Clayton Christensen, made practical.
Including a clear view of your real competition: everything that does the same job well enough, doing nothing included.
These six questions get the Job-to-be-Done out in the open. In the online Fundamentals Course you learn how to turn an insight like that into an intervention that actually changes behaviour.