Strategy framework
Clayton Christensen, Harvard Business School
People do not buy a product, they hire it to do a job. Naming the job sharpens the message, separates you from competitors, and shows what the product must actually do.
The practical task the customer hires this for. Concrete and observable.
How the customer wants to feel, or stop feeling, while the job gets done.
How the customer wants to be seen by others when using it.
The situation that triggers the hire. When and where does the job arise.
The workaround or rival product doing this job now, including doing nothing.
What makes the customer sack the current solution. The opening.
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