A concrete "Jobs to be done" example

Jobs to be done style interviews always struck a cord with me. I've found examples of how to do interviews, but not many examples of actual output or next steps after the interviews.

We've started doing sales calls at LaunchNotes. As part of my notes process I'm using the "forces diagram" tool from JTBD to understand where people are in their buying journey and what they need to make progress with LaunchNotes.

I thought it'd be useful to share the forces diagram from a recent call with real data.

Each quadrant is a force that's influencing someone's ability to make progress in their current situation. Our job is to address any negative forces and help map our product offering to positive forces. A breakdown of the forces are below:

Push: What's happening in this person's life such that the status quo is no longer working?

Pull: What have they identified as a possible solution to the progress they want to make?

Habit (of the present): What do they need to leave behind or let go of to make this change?

Anxiety: Now that they know about a potential solution what are they worried about?

Taking notes in this way has been extremely useful in understanding specifically how people can switch. It's something I'm referring back to constantly for subsequent conversations with evaluators.

Hope this is useful!