Translate specs into the customer's job
Convert a consumer-electronics feature claim into the customer job, desired progress, and buying context.
The move: sell the job before the specification. Consumer electronics teams naturally love specs because specs are measurable. The customer, however, usually buys progress. A spec becomes meaningful when it explains a job: what the customer is trying to get done, in what situation, with what emotional or practical constraint. Use three fields. Situation: when does the need show up? Progress: what changes for the customer? Success: how will they know the product worked? This turns a list like battery life, water resistance, fast pairing, and compact size into a sharper story: "I can leave the house with one device…
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