Walk From Job to Message
Convert customer interview evidence into a job-based marketing message.
Interview notes Tara has six interviews, a campaign due tomorrow, and a quote that points to meeting anxiety rather than feature demand. The risk is turning rich customer language into a bland feature list before the team understands what caused demand. JTBD path From feature request to progress statement Jobs-to-Be-Done asks what progress the customer is trying to make in a situation. The message should carry that progress first, then use features as proof. Feature reflex List what customers asked for and call it insight. A message that sounds like the customer's buying moment. Lead with the job, then prove…
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