How to Apply Jobs to Be Done When Your Product Does Not Yet Exist

Sally Kohn: One thing that struck me as I observed the interviews you're carrying out on our behalf was that you really are only interested in facts. Like, you don't ask people their opinion of what they were doing. You only want to know what they were literally doing. She says it's trying to build a specification of the progress they were trying to make.Kohn: We did some work for somebody who was doing a home health care product, and it doesn't exist. And if we understood those contexts, because they're trying to fit into those kinds of situations, we can look at a broad spectrum of other things.