🥤Learn Jobs-to-be-Done: Why Customers 'Hire' Your Product
Learn how to run a real Jobs-to-be-Done interview and walk out with a defensible job statement — not another persona.
Phase 1Why Customers Hire Products
Uncover the milkshake story and forces of progress
Customers don't buy products — they hire them
6 minCustomers don't buy products — they hire them
Four forces decide whether a customer switches
7 minFour forces decide whether a customer switches
Every job has three layers, not one
6 minEvery job has three layers, not one
The job lives in the situation, not the persona
6 minThe job lives in the situation, not the persona
Phase 2Writing Defensible Job Statements
Write tight job statements in the canonical format
The 'When / I want / so I can' template
6 minThe 'When / I want / so I can' template
Three questions that kill fake job statements
7 minThree questions that kill fake job statements
One job per statement — and the 'so that' test
6 minOne job per statement — and the 'so that' test
The Big Hire and the Little Hire
7 minThe Big Hire and the Little Hire
Write five job statements in fifteen minutes
8 minWrite five job statements in fifteen minutes
Phase 3Separating JTBD From Personas and Stories
Separate JTBD from personas, stories, and canvases
Personas describe who — jobs describe why
7 minPersonas describe who — jobs describe why
User stories are tactics — jobs are the why behind them
8 minUser stories are tactics — jobs are the why behind them
The VPC is a map — JTBD is the territory
8 minThe VPC is a map — JTBD is the territory
Rewind the tape — don't ask what, ask when
8 minRewind the tape — don't ask what, ask when
Phase 4Running Your First JTBD Interview
Run one real JTBD interview end to end
Run one JTBD interview and extract an unmet job
8 minRun one JTBD interview and extract an unmet job
Frequently asked questions
- What is the Jobs-to-be-Done framework in simple terms?
- This is covered in the “Learn Jobs-to-be-Done: Why Customers 'Hire' Your Product” learning path. Start with daily 5-minute micro-lessons that build from fundamentals to hands-on application.
- How is JTBD different from user personas?
- This is covered in the “Learn Jobs-to-be-Done: Why Customers 'Hire' Your Product” learning path. Start with daily 5-minute micro-lessons that build from fundamentals to hands-on application.
- What is Christensen's milkshake story actually about?
- This is covered in the “Learn Jobs-to-be-Done: Why Customers 'Hire' Your Product” learning path. Start with daily 5-minute micro-lessons that build from fundamentals to hands-on application.
- What does a good JTBD job statement look like?
- This is covered in the “Learn Jobs-to-be-Done: Why Customers 'Hire' Your Product” learning path. Start with daily 5-minute micro-lessons that build from fundamentals to hands-on application.
- How do I run a JTBD customer interview?
- This is covered in the “Learn Jobs-to-be-Done: Why Customers 'Hire' Your Product” learning path. Start with daily 5-minute micro-lessons that build from fundamentals to hands-on application.
Related paths
🤝Learn the Harvard Negotiation Method: Principled Negotiation
Run your next real negotiation with the four Harvard principles in your pocket — separating people from the problem, trading on interests, inventing options, and anchoring on fair criteria instead of stubborn positions.
🧩Learn the Business Model Canvas: Mapping How Value Flows
Map how value flows through any company using Osterwalder's nine interlocking blocks, then pressure-test your own business model and name the block most likely to break.
⚓Learn Anchoring in Negotiation: Who Names the Number First
Settle the 'never go first vs. always anchor' debate using Kahneman and Galinsky's research, then walk into a real deal with a written, defensible opening number — and a plan for the counter.
📈Learn the Pareto Principle (80/20 Rule)
Turn the vague '80/20 rule' into a repeatable audit you actually run — log your real week, spot the 20% that drives your results, and finish with a monthly review cadence that keeps you honest.