JTBD Reframing Exercise

Format: Use the Jobs to Be Done framework to reinterpret products.

JTBD Formula: "When I'm in [situation], I want to [motivation], so that I can [expected outcome]."

Classic Case: The Morning Milkshake — a fast-food chain discovered that milkshakes were primarily purchased before 8:30 AM by solo commuters. The "job" they "hired" the milkshake for wasn't "I want a milkshake," but "I need something to fill my stomach and pass the time during a boring commute." The competitors weren't other milkshakes, but bananas, bagels, and donuts.

Exercise: Write JTBD statements for 5 products you use daily:

1. Your banking app
2. Your music streaming service
3. Your messaging app
4. Your note-taking tool
5. Your food delivery app

Key Question: If this product disappeared, what would you replace it with? (This reveals the true competitors)