Look for the Customer Job
Identify the customer job behind a startup product claim.
The move: translate product language into customer-progress language. Jobs to Be Done is a discipline for understanding why customers pull a solution into their lives or workflows. The job is not the feature. It is the progress the customer is trying to make under pressure. Angel investors need this because early founders often pitch from the builder's view: product, roadmap, category, competitors. The buyer's view is different: trigger, frustration, constraints, budget, and switching cost. If the trigger is weak, adoption will be slow even if the product is good. If the trigger is sharp, an imperfect product can still earn…
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