Convert customer feature requests into functional, social, and emotional jobs that can guide innovation choices.
The move: do not confuse the requested feature with the customer's job. Jobs to Be Done asks what progress a person is trying to make in a specific circumstance. That progress can be functional, like reducing rework; social, like looking credible in front of a committee; or emotional, like feeling in control before a risky decision. Innovation improves when those layers are explicit because the team can choose a response that addresses the real demand. The method also prevents overbuilding. When a customer says "I need a dashboard," the team may imagine filters, exports, charts, permissions, and alerts. A job…
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