The Demographics Trap
Most Product Managers start with a “Persona.”
- Meet Dave. He is 34. He lives in Seattle. He works in Tech.
This data is factual, but it is useless. Knowing Dave’s age doesn’t tell you why he bought a newspaper this morning. Did he buy it to read the news? Or did he buy it because he needed something to hide behind on the subway to avoid talking to his neighbor?
If you build a “better newspaper” with more news, you fail. If you build a “better privacy shield,” you win.
The “Job” Metaphor
The core philosophy of Jobs to be Done (JTBD) is simple: Customers don’t buy products; they “hire” them to make progress in their lives.
When I buy a drill, I don’t want a drill. I want a hole in the wall. Actually, I don’t even want a hole in the wall. I want to hang a picture. Actually, I don’t want to hang a picture. I want my living room to feel “homey” so I can relax after work.
If you understand the Deep Job (Feeling at home), you might realize your competitor isn’t another drill manufacturer. It might be 3M Command Strips (tape).
Case Study: Zoom vs. Business Travel
For years, airlines thought they were competing with other airlines.
- “We have better legroom than United.”
- “We have better food than Delta.”
Then 2020 happened. Business travel collapsed. It wasn’t because United got worse. It was because a new competitor entered the market: Zoom.
The “Job” was never “Fly to New York.” The “Job” was “Secure the client relationship.” Zoom allowed people to do that job cheaper and faster. The airlines were blindsided because they defined their market by product (Flights), not by job (Connection).
How to Find the “Job”
To apply this to your SaaS or product, ask these three questions during user interviews:
- “What were you doing the moment you realized you needed this?” (Context).
- “What solution did you fire to hire us?” (The Competitor).
- Hint: The answer is often “Excel Spreadsheets” or “Pen and Paper”.
- “What progress are you trying to make?” (The Outcome).
Conclusion
Your product is just a resume. The customer is the hiring manager. If you don’t know the job description, you won’t get hired—no matter how many features you add.