Jobs To Be Done
The Framework
People don't buy products. They hire them to do a job.
When [situation/trigger],
I want to [motivation/action],
so I can [desired outcome].
Writing Good JTBD Statements
Bad: "Users want to track their expenses." This describes a feature, not a job.
Good: "When I check my bank balance and feel anxious, I want to understand where my money is going, so I can feel in control of my finances." This describes the real job: feeling in control, not tracking numbers.
The Four Forces of Progress
When someone switches from one solution to another:
- Push — Frustration with current solution (pain)
- Pull — Attraction to new solution (appeal)
- Inertia — Habit with current solution (friction to change)
- Anxiety — Fear about new solution (risk of change)
Design should amplify push + pull, and reduce inertia + anxiety.
Positioning
The Formula
For [target user with specific need], [Product name] is a [category] that [primary benefit]. Unlike [key alternative], we [key differentiator].
Positioning Anti-Patterns
- Category of one: "We're a new category" (nobody knows what that means)
- Feature-based: "We have X and Y" (competitors will copy features)
- Audience-based only: "Built for developers" (says nothing about value)
- Price-based: "The affordable X" (race to the bottom)
Feature Narratives
Problem-Agitation-Solution (PAS)
- Problem — Name the specific pain clearly
- Agitation — Show the consequences of the pain
- Solution — Present the feature as the answer
Before-After-Bridge (BAB)
- Before — What life looks like now (with the problem)
- After — What life could look like (problem solved)
- Bridge — How the product gets you there
Feature-Advantage-Benefit (FAB)
- Feature — What it is (technical)
- Advantage — What it does (functional)
- Benefit — Why it matters (emotional/business)
Example:
- Feature: Real-time collaboration
- Advantage: Everyone sees changes instantly
- Benefit: No more version confusion or wasted review cycles