People don't buy products, they hire them to make progress in their life.
Bob Moesta
@bob-moesta
The ultimate guide to JTBD
Snickers competes with protein shakes and sandwiches. Milky Way competes with wine, brownies, and a run. Your real competitive set comes from the customer's context — not your product category.
I raised the price of a condo, added two years of storage and moving services, and increased sales by 30%. The product wasn't the problem — friction in leaving the old situation was.
The biggest mistake with Jobs to Be Done: people sit in a conference room and hypothesize what the jobs are. I guarantee you're 100% wrong. You have to go talk to real people.
Most products fail because they made a trade-off the customer didn't agree with. It's not about features. It's about whether your trade-offs match your customer's trade-offs.