jtbd-analysislisted

Understand why customers "hire" and "fire" products. JTBD (Christensen/Moesta) reframes competition: you're not competing against similar products, you're competing against whatever the customer currently uses to get the job done — including doing nothing. ## Job Statement Format Structure every job as: **"When [situation], I want to [motivation], so I can [expected outcome]."** - "When I finish a customer call, I want to capture key insights quickly, so I can share them with my team before I forget the context." - NOT: "Users want better note-taking." (Too vague, no situation, no outcome.) The situation is critical — the same person has different jobs in different contexts. ## Forces of Progress Four forces determine whether someone switches to your product. Map all four: ``` DRIVING ADOPTION RESISTING ADOPTION ================ ================== Push: Pain with current solution Anxiety: Fear of the new solution Pull: Attraction of new solution Habit: Comfort with current way ``` ### Push (away from current solution) What's broken or frustrating about how they do it today? Stronger push = more urgency. - "I spend 3 hours every week manually copying data between tools." ### Pull (toward your solution) What's attractive about the new way? This is your value proposition. - "Automatic sync means I never copy data again." ### Anxiety (about the new solution) What are they afraid of? Switching costs, learning curves, data migra