JTBD (vacuums, meals, multitools) exists to find the implicit motivator. Humans stink at admitting, acknowledging, and understanding the scope of our motivations. JTBD finds gaps between those shortcomings and the lived results.
“I’m going to go Black Friday shopping,” Krista told me, “as an excuse to get lunch with my girlfriend.”
It seems like shopping is shopping – but one distinction is experience or convenience. Are we doing something to get it done or doing something to have done it? Shopping as an excuse to get lunch is a different job than shopping for deals.
Happy Black Friday.
The Waiter's Pad 