Thread by @andreasklinger

Two concepts worth knowing if you work on startups or develop products in general ⚙️
- Job to be done
- Owning a moment

(Please RT if useful - unsure what kind of content is helpful to others 🙏 - i usually tell this everyone who asks me for product advice)

Jobs to be done is fairly known by now 💡

Unfortunately I never found a good short explainer (if you know one reply here please).

This is an HBR article i found: hbr.org/2016/09/know-y…
And i bet @intercom's book is awesome intercom.com/books/jobs-to-… (never read it myself though)

The core idea is that people don't care about your product (eg hammer) or its usecase (🔨➡️ 🖼) but a job to be done (make living room look ☀️).

Not all are "problems" & most have working solutions (posters), unexpected competitors (plants) or root causes (impress friends).

The main important lesson here is that people come w/ a pre-existing "job" in the back of their mind to your product. Always. 🤔

If you manage to use the language the customer uses when they think about job it's easier to convert and make sure you get the right customers. 🎯

Imho it's usually more useful to segment your customers by job to be done then in classical personas. 👩‍👩‍👧‍👧

Additionally you want to look at potential competitors for each typical JBTD of your customers.

Example: analytics tools are often used not to (eg) grow your product's usage but to look good in front of the boss during meetings. ✨

How should the ideal tool for *this* job look like? What should it offer?

The second concept is "owning a moment" 💪

I learned this one from @jonteo who worked with the teams of… well… i bet half of the apps on your phone. 🤷‍♀️

The core idea is that products need to "own a moment".
"wow! beautiful"-> Instagram
"lol this is funny"-> Snapchat
"need to tell everyone"-> FB
"i just said something smart"-> Twitter

Obv those moments are different for each person b/c they often use the apps for different jobs.

Finding the a strong moment and focusing on it is usually one of the big keys to virality. 🔑

Remember the "viral loop"? It doesn't work if you don't guide people to experiencing these moments quickly. ➰

But more importantly if you understand your moments you got a perfect window into the mindset of the person using your product.

Moments can be short (baby's 1st steps), exciting (1st day at job), frequent (staying uptodate), boring (commute), scary (bad news), or anything else.

Knowing which moments your app wants to "own" forces you to focus and more importantly have empathy with the actual humans using your products. 🤗

LMK what you think - Hope this is useful 🙏