Turn a Feature Into the Customer's Job

Ben has a true feature, real-time stock alerts, but the pharmacy lead has not connected it to a concrete job or buying motivation. JTBD rewrite = situation + struggle + progress the buyer wants + outcome worth measuring. The common trap is assuming the feature explains itself. Buyers hear many feature claims, but they pay attention when the rep names the moment where work breaks and progress matters. Name the situation Friday pickup rush, patients at the counter, staff checking availability under pressure. Jobs are situational. The same feature means different things in a quiet back office versus a live…

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