QUESTION: Product: how to determine value and JTBD?

Defining the true value of a product and applying the JTBD methodology—which means the product is hired by the customer to get a specific job done—are the cornerstone of modern entrepreneurship. Within the "Product" topic, it is first necessary to formulate a working hypothesis about what exact task the consumer is trying to accomplish and define clear success metrics to measure this value.

To better understand user motivation, conduct qualitative market research and a series of in-depth interviews. People do not buy a product or service itself, but rather progress in their lives, meaning a way to get a specific job done faster, cheaper, or better. By identifying these deep motivations, you will be able to rethink your product's functionality and offer the market a truly in-demand solution.

After gathering primary information about the product's value, you need to run a quick test by creating a basic prototype, a landing page, or launching a pilot version for a narrow group of users. Analyzing the collected data in real-world conditions will allow you to see whether customer expectations matched reality and make an informed decision about the further development of the product line.