Hear the customer job, not only the product complaint

The move: hear the job beneath the request. Jobs to Be Done treats customer behavior as an attempt to make progress in a specific situation. That matters for empathy because customers often speak in solution language. They ask for a dashboard, export, status update, or shortcut, but what they are really trying to do may be prepare for a meeting, avoid blame, keep a commitment, or look competent in front of a stakeholder. The framework becomes more powerful when you separate the layers of the job. The functional job is the practical task. The emotional job is how the customer…

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