Write the Job Before the Claim
Turn a customer struggle into a value proposition claim that names progress, not just product capability.
Principle: Lead with the progress the buyer is hiring the product to make. The Move Write the job before the claim. Start with the struggling moment, name the progress, then identify what makes the current alternative fail. Only then choose the headline, benefit pillars, and proof points. Why It Works JTBD prevents category-first messaging. Category language tells the buyer where to file the product. Job language tells the buyer why the product matters now. It also keeps teams from mistaking internal feature excitement for customer urgency. Product-Marketing Use Use the job statement to structure launch pages, sales decks, campaign briefs,…
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