Intercom on Jobs-to-be-Done

That’s because products don’t match people; they match problems.

Your budget, whether time or money, should restrict but never define your scope

Customers don’t buy a product, they switch to it from something else

marketing also does another job: it defeats inertia

When everyone knows the sort of end users being targeted, it helps cut out some unnecessary debates.

It’s easier to make things people want than it is to make people want things.

Products exist to solve problems that occur in a workflow. They have a start and end point within it. To understand where these points should be, you must understand the entire workflow.

Focusing on the job, understanding true causality, is going to be the only way to get people to switch and use your product.

“To create an anxiety relievable only by a purchase…that is the job of advertising.”
David Foster Wallace, Infinite Jest
The same can be said not just of advertising but of all marketing. Marketing increases familiarity, reminds consumers your product exists, and spreads product news. But marketing also does another job: it defeats inertia

Turns out, many people with diverse attributes have very similar motivations, those motivations are fast to research, and the focus on what you build can be captured in a series of short, memorable sentences.