It’s not enough to know what your customers want; you need to understand what’s stopping them from getting it. Dive deep into their struggles—both rational and irrational—to find juicy insights.

Join communities, online forums, or real-life conferences where customers already congregate. Then pay attention to the posts with the most views and comments to understand what resonates with them.

This means understanding how you address customer challenges that others might overlook.

we first need to find the job, which is the goal that people want to achieve so they know which direction they want to go.

What sparked the moment when recent customers knew they had to overcome a specific struggle or get a job done before even thinking about buying from you?

I call them ignored struggles. They are the super-frustrating problems that prevent a certain group of people from getting a job done, which the competition isn’t solving well.

Having a POV isn’t about ignoring nuance—the opposite, in fact. It’s about acknowledging nuance. It’s about taking a clear stance on what matters most to your segment, giving those in your segment comfort, and sending long-term signals to show you’re in their corner. Try to use your nuanced thinking to craft a POV that acknowledges complexity while

When folks are buying stuff, they're not actively seeking out differences between them.22 Instead, they're focused on reaching a job within the specific context they find themselves in.

A point of view is a collection of consistent messages inserted into everything you do and say, showing the people in your segment you’re committed to protecting them and earning their trust.