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I got it started for you:
This is a great early-stage distribution moment. Your friend Samantha is doing the right thing—sharing pain publicly to see who leans in. Let’s sharpen it using the Lean Validation + JTBD combo from Distribution Is Hard.
🔍 Let’s Break Down the Post Like a Coach Would:
✅ What’s Working:
Language is honest, specific, and human (not polished marketing).
It’s not a pitch—it’s a call for resonance. That’s 🔥 for attracting innovators.
She lists real pains with existing candles.
👀 Where It Could Go Deeper:
Each bullet is good, but some are product-y, not job-y. Let’s sharpen the Jobs to Be Done—so the message hits harder.
🎯 JTBD Reframe: What Is the Customer Really Hiring the Candle For?
Let’s turn each pain into a functional/emotional/social job:
Problem Listed Reframed as a JTBD “Job”
Paraffin wax, artificial smells “I want to feel safe burning something in my home—not worried about toxins.” (Functional + Emotional)
Single scents are boring “I want my home to smell dynamic and alive—not like the same scent every time.” (Emotional)
Bad customer service “I want to feel cared for—even when I’m just buying a candle.” (Emotional + Social)
No transparency about sourcing “I want to know what I’m bringing into my home—and where it comes from.” (Functional + Identity)
Most stuff is built for speed “I want a ritual that helps me slow down—not just another task.” (Emotional + Social)
✅ Recommended Action: Turn This into a Lean Validation Post
Try something like:
“Most stuff in our homes is built for speed. Not many things help you slow down.
That’s why I started making candles differently.
🌿 Clean ingredients
🕯️ Layered scents
🫶 A little more care
Curious—what do you wish candles did differently?”
Then score it using the Lean Validation Scorecard:
Clear pain communicated?
Right people engage?
Urgency?
Actions (DMs, comments)?
Offers to buy, try, or pay?
💬 Want to Help Her Pick a Direction?
Ask her:
“Which job feels most urgent or emotionally charged to you?”
→ That’s often the best starting wedge.
Or:
“Which of these pains have you heard someone say in real life?”
→ That’s the magic words test.
🚀 TL;DR for Samantha:
You’re doing the right thing.
Let’s test one pain publicly and see who leans in.
Start small, sharpen the language, build from pull.
Want help writing the actual post copy or scoring the responses after? I can guide that too.
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