Founders

That’s the Job

Ever talk to a founder who swears users want more features?
But when you talk to users… they don’t want more.
They want to stop feeling overwhelmed.
Walk into meetings without panic.
Look sharp.
Feel in control.
That’s the gap.
That’s the job to be done.

People don’t buy products.
They hire them.
To do a job—actually three:
Functional. Emotional. Social.

Take remote planning sessions.
High-stakes. All eyes on it.
Functional? “Make it smooth.”
Emotional? “Don’t let me look unprepared.”
Social? “I need leadership to trust me.”

Same user. Same moment.
Three jobs, stacked.

Build for the task—you miss the trust.
Pitch features—you miss the fear.

I’ve done both.
The moment I said,
“We help you feel prepared before a big meeting”—
that’s when they leaned in.

So ask your users:
“What were you trying to do when this felt hard?”
“How did it feel?”
“What would’ve made you feel in control?”

That’s the job.
Build for that

📷 + Channel Owner /nature | Go-To-Market and Service Design Sprint Master /distribution

This resonates a lot with me. My job is also about that: helping my colleagues gain trust. It's not just about solving problems, but about how they feel when facing them. Building for trust is definitely the way