Let’s begin where your users begin: the situation they don’t want to be in anymore. To take the “personal trainer” metaphor, this is the last time the person unhappily stares in the mirror, before finally deciding to do something about it. It’s the specific, burning motivation driving them to adopt a new way of doing things. Clay Christensen, innovation expert and bestselling author of The Innovator’s Dilemma , calls this motivating situation the “Job-to-be- Done”. The concept is that products are acquired in the same way a company opens up a new position in their organization: they recognize there’s a need to grow or adapt, and they need to make a “hire” to fix it.
For example, someone may encounter an “I need to unwind” situation
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