I found the book "When Kale and Coffee Compete" to be helpful when understanding JTBD. http://www.whencoffeeandkalecompete.com http://www.whencoffeeandkalecomp

I found the book "When Kale and Coffee Compete" to be helpful when understanding JTBD. http://www.whencoffeeandkalecompete.com http://www.whencoffeeandkalecompete.com While many startup teams take a product first, "if you build it they will come" attitude, JTBD thinking can get you to a paradigm shift. The best way I can describe it is: Producers, consumers, solutions and jobs to be done all work together as parts of the same system. You have to see clearly your place, and your solution's place, in the system, in order to build something people want. If you can't see the system that your product fits into (and don't have ways to get feedback from prospective users), you're probably building something that you won't even be able to give away for free. And that spells failure.