Customer Truth

Understanding the job-to-be-done keeps you focused on real pain instead of internal assumptions.

• Define the job in plain English.
• Identify the pain, trigger, and desired outcome.
• Build messaging around progress, not features.

People did not hire Uber because they loved maps or cars. They hired it because getting a ride became fast, trackable, and painless.

Talking about what the product is instead of what the customer is trying to get done.

Customers do not buy products. They hire solutions to make progress.