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Jobs to be done 0:27
A 27-second explainer of Jobs to be done, narrated over the same demo you can try yourself.
Try the interactive Jobs to be done demo
What this video covers
Jobs to be done is the idea that people don’t want your product - they want the progress it delivers. They ‘hire’ it to get a job done. Focus on the job, not the feature or the demographic, and you design for what people are actually trying to achieve. You can see this concept in action right here on this page.
"A faster horse" became "get there sooner"; "a drill" became "a hole in the wall". Once you see the job behind the request, the solution space opens up - and you stop building features nobody actually hired you for.
