nel
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nel
- Jobs are not the same as your mission, vision or goals.
- Jobs describe the underlying human needs , not the features of the product.
- Jobs illuminate consumer insights on underlying motivations and struggles , not business objectives.
- Importantly, a job should highlight a promising specific market opportunity about an unmet need — balancing between too
Sunita Mohanty • Build Products That Solve Real Problems With This Lightweight JTBD Framework
JTBD
One of the most intelligent case studies in design is the Chinese tea cup. They’re made without handles simply because if it’s too hot to touch, it’s too hot to drink.
Humans naturally want to add more. Add a cardboard sleeve, add a warning on the outside of the cup, add a handle. The result of all these things never cools down the actual contents.
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