Explain how Jobs to Be Done changes Pinterest content from brand announcements into intent-matched ideas.
The reframe: Pinterest content works best when it starts with the Pinner's job, not the brand's announcement. The job before the product Jobs to Be Done asks what progress a customer is trying to make in a real circumstance. On Pinterest, that is especially practical because many searches happen while people are planning: decorating a room, styling an outfit, preparing a meal, choosing a gift, or comparing a project idea. Why this changes the Pin A brand-first Pin says, 'Look at our product.' A job-first Pin says, 'Here is how to make the thing you are planning easier, better, or…
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