People hire products, they don't buy them, they hire them to make progress in their life.
Bob MoestaHow to find work you love | Bob Moesta (Jobs-to-be-Done co-creator, author of "Job Moves")
Products are hired for progress, not features
Discovery → Problem Identification
A struggling moment causes demand. Supply and demand are not as connected as everybody thinks.
Bob MoestaHow to find work you love | Bob Moesta (Jobs-to-be-Done co-creator, author of "Job Moves")
It's not just about pain and gain, it's about context and outcomes.
Bob MoestaHow to find work you love | Bob Moesta (Jobs-to-be-Done co-creator, author of "Job Moves")
The one thing we wanted to be good at was solving for the actual customer problem that existed, and the customer problem that existed was not a dearth of tools, lots of great SEO blogging, everything, all the tools existed, but SMB specifically did not have the wherewithal to put all those pieces together.
Dharmesh ShahZigging vs. zagging: How HubSpot built a $30B company
Just because somebody can use your product doesn't mean that they will buy it. Just because they can use it doesn't mean they will choose it. Just because they can use it doesn't mean that they will actually use it.
Christian IdiodiThe essence of product management | Christian Idiodi (SVPG)