Stop Asking What Customers Want

The move: translate requests into progress. A useful job statement has a circumstance, an action of progress, and a success reason. “Add alerts” is not a job; “when a supplier payment is at risk, help me spot it early so I can prevent a public escalation” is closer. The strongest teams keep the requested feature visible but demote it from command to clue. That is how JTBD prevents both arrogance (“customers do not know what they want”) and order-taking (“customers said build it”).

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