Write the Customer Job Before the Campaign

Eli is asked to write ads for “busy founders.” The first drafts sound polished but interchangeable. Click-through is 0.6 percent because every competitor also claims to save founders time. Jobs to Be Done changes the question from “who is the customer?” to “what progress is the customer hiring this product to make?” The mechanism is demand-side clarity. Demographics describe people; jobs describe the struggle, context, desired progress, and tradeoffs that create purchase energy. For growth work, this matters because channels and copy perform when they meet an active situation: a deadline, a failed workaround, a status risk, or a repeated…

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