What is job to be done JTBD framework
Jobs to be done identifies why people buy your product.
"Something happened today that cause somebody to buy a product 18 to 36 months later"
As jobs theory explains; A client buying a wall drill do not want to own a drill but they need to punch a hole in the wall.
Macdonald milkshake example:
Why people are buying the milkshake early in the morning? What is the job people is hiring to get the job done? After a study shows that people buy milkshake in the morning is to keep their long and boring journey occupied. They can single handed the drink and they can also sip slowly so that they keep the body full by 10am.
The same job being done at night would be not suitable. Don't be afraid to be upfront with your client that your job is not design to do that job. This will avoid yourselves to be judged base on the wrong measurement.
The market is not saturated, a lot of customer do not know that there is a product hence they are always "working around it". Don't just focus on the existing market size. There are people have yet seen or know that they actually need your product.
A job story is an excellent way to describe why people hire your product or services, and your interviews with client should give you the information you need to write that story.
