People hire products for jobs
The jobs to be done idea: customers “hire” a product to make progress in a particular situation, and understanding that job explains their choices better than knowing their age or industry (Christensen et al., 2016).
Nobody wants a drill. They want a shelf on the wall, and really they want the room tidy before their in-laws visit on Saturday. Each layer suggests different messages, competitors and objections.
Writing a job statement
When [situation], I want to [motivation], so I can [outcome].
- “When I start a new client project, I want to see everyone’s tasks in one place, so I can stop chasing updates in five apps.”
- “When the weather turns, I want a jacket I can trust for long walks, so I don’t come home soaked again.”
The situation matters most. It tells you the moment the search starts, and often the words people type.
The switch interview
Interview people who recently switched to you (or away). Walk the timeline, asking about real events (Nielsen Norman Group):
- “When did you first realise you needed something different? What happened?”
- “What were you using before? What was wrong with it?”
- “What did you look at? What made you pick this one?”
- “What almost stopped you?”
- “What did you expect to happen after buying? Did it?”
Listen for four forces: the push of the old situation, the pull of the new solution, anxiety about the change, and the habit of sticking with what you have. Your pages need to strengthen the first two and reduce the last two.
Using customer language
From switch interviews, reviews and surveys, collect exact phrases for:
- The struggle (“chasing updates in five apps”)
- The outcome (“I can finally see who’s doing what”)
- The anxiety (“I didn’t want to move everything and lose data”)
Then use them where they fit: the struggle and outcome in headlines, the anxiety next to the sign-up button with a real answer (“We’ll import your spreadsheets for free”).
Recap
Describe the job as situation, motivation and outcome; interview recent switchers about the timeline; listen for push, pull, anxiety and habit; and put the customer’s own words on the page. Next lesson: synthesising all your research into an opportunity map. Meanwhile, read value propositions.
Practical exercise
Write the job statement for your main customer: 'When [situation], I want to [motivation], so I can [outcome].' Check it against three real reviews or interview quotes. Then rewrite your homepage headline using their words.