JTBD template — free

# JTBD JOB STATEMENT ## Format When [situation], I want to [motivation], so I can [expected outcome]. ## Example (B2B SaaS — async standup tool) When my distributed team is stretched across 3+ time zones, I want to know what everyone's working on without a daily meeting, so I can spot blockers early and not waste 30 minutes/day per person. ## Three layers (capture all three) - Functional: [the practical task] Example: "Stop daily standup meetings" - Emotional: [how they want to feel] Example: "Feel in control of team coordination, not overwhelmed" - Social: [how they want to be seen] Example: "Look like a manager who runs a tight, modern remote team" ## Validation criteria - 8+ switch interviews show same situation + motivation pattern - Multiple customers describe the outcome in similar language - The job CAN'T be reduced to "use my product" — it has to be progress the customer is trying to make in their own life or work

# SWITCH INTERVIEW GUIDE Interviewee: [name + role] Date: [YYYY-MM-DD] Switched FROM: [old solution] Switched TO: [your product] ## Phase 1 — First thought (10 min) "Take me back to the moment you first realized your old way of doing this wasn't working. What happened that day?" Listen for: - Specific trigger event (not gradual buildup) - Date/time of trigger if possible - Emotional state when trigger happened ## Phase 2 — Active looking (10 min) "What did you do next? Who did you ask, what did you search for, what did you read?" Listen for: - Search keywords used - Communities or forums they checked - Competitors they evaluated (and why rejected) ## Phase 3 — Decision moment (10 min) "Walk me through the moment you decided to try [your product]. What were you thinking?" Listen for: - Specific phrase or promise that landed - Who else was involved in the decision - Risk they were willing to accept ## Phase 4 — Anxieties (10 min) "What worried you about switching? What might have stopped you?" Listen for: - What anxieties almost killed the switch - What signals reassured them (testimonials, demo, peer ref) - Fears not directly about your product (sunk cost, data migration) ## Phase 5 — First use (10 min) "Walk me through the first time you actually used it. What did you expect? What surprised you?" Listen for: - Gap between expectation and reality - Friction in onboarding - The moment they realized "yes, this is working" ## Phase 6 — New normal (10 min) "How is your life or work different now compared to before? What's the new normal?" Listen for: - Specific articulation of the outcome (job) - Whether they CAN articulate the change (if not, value isn't landing) - New behaviors enabled by your product

# 4 FORCES — [Interviewee name] ## Push (current state pain) - What about old state was bad enough to make them consider change? → [specific event / repeated frustration] - Quote: "[verbatim from interview]" - Strength: 1-5 ## Pull (new solution attraction) - What attracted them to your product specifically? → [feature, peer recommendation, vivid promise] - Quote: "[verbatim]" - Strength: 1-5 ## Anxiety (worry about new) - What worried them about switching? → [integration risk, team adoption, data migration] - Quote: "[verbatim]" - Strength: 1-5 ## Habit (inertia of old) - What kept them in old solution? → [sunk costs, social inertia, "always done it this way"] - Quote: "[verbatim]" - Strength: 1-5 ## Math of switch For switch to happen: Push + Pull > Anxiety + Habit Score: P[?] + Pl[?] > A[?] + H[?]? Outcome: [happened? what tipped the balance?]

# SYNTHESIS MATRIX | Date | Interviewee | Switched from | Trigger event | Push 1-5 | Pull 1-5 | Anxiety 1-5 | Habit 1-5 | Outcome | Key quote | |------|-------------|---------------|---------------|----------|----------|-------------|-----------|---------|-----------| | | | | | | | | | | | ## Pattern tracking (after every 4 interviews) - Most common trigger event: - Most common pull (what attracted them): - Most common anxiety (what almost killed switch): - Most common habit (what kept them stuck): ## Job statement convergence After 8 interviews, write 1-sentence job statement. After 12 interviews, refine. The pattern across the matrix IS the job.