Jobs-to-be-Done Find Out the Why!
summary
Argues that product breakthroughs start from a struggling moment and lays out three practical tools: supply side vs demand side mapping, the four Forces (push, pull, anxiety, habit), and a buying timeline. Recommends doing about 10 interviews with diverse recent users to surface causal patterns. Shows QuickBooks focusing on "get paid / pay others," Intercom splitting one platform into four packages and growing customers 5x and revenue 15x (from $5M to $75M in 2014), and a video app relaunching with AI to hit 20M+ users.
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