Jobs To Be Done (JTBD)

The framing that people hire a product to make progress on a specific job in a specific situation.

Example

Nobody wants a scheduling tool; they want to leave on Friday without the rota hanging over them.

It moves you off features and onto the situation. Your real competitor is usually a spreadsheet, a habit, or doing nothing.

Persona — A short profile of a representative user — their role, goals, constraints and what they currently do instead.
ICP (Ideal Customer Profile) — A precise description of the customer who gets the most value from your product and is easiest to reach, sell and keep.
Customer interview — A structured conversation about what someone actually does today, designed to produce evidence rather than encouragement.

Why customer discovery comes first — The cheapest way to find out you are wrong. Twenty conversations cost two weeks; building the wrong thing costs a year. (10 min)
How to run a problem interview — A specific script, the questions that work, and the ones that quietly destroy your data. (15 min)
Jobs To Be Done — People do not buy products, they hire them to make progress in a situation. The frame that stops you building features nobody asked for. (10 min)
Problems versus ideas — An idea is a guess about a solution. A problem is a fact about someone's life. Start from the fact. (10 min)
Where startup ideas actually come from — Not from brainstorming. From personal pain, professional experience, and things that just changed. (10 min)