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JC
@jonathancolton
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
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Gregarious
@gregarious
Too good! This also reminds of me what we always taught our sales folks. In every deal there's 3 kinds buyers: - Executive Buyer: they are supported by it - User Buyer: they actually use it - Financial Buyer: they pay for it Sometimes this is 1 person (say in a household) other times it's a stack (mid-market < enterprise < government). Your job is to spot who's who and address their unique concerns. Executive: how will this help me make decisions? satisfy my boss? User: how will this help me do more faster and better? satisfy my boss? Financial: how much will this save us? make us? are we getting a good deal? The more complex the sale, the more you need to service each buyer. The more parties, the more time it takes to check all the boxes - esp if you're not prepared. haha, I need to turn this into a post at some point @jonathancolton
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amosnena🎩💜
@amosnena
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
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valse
@0xvalse
Absolutely spot on. This reframes product thinking in the most human way possible. Users aren’t struggling because of a missing button, they’re struggling because they feel exposed, unprepared, or unsupported in moments that matter. That shift from building features to solving layered jobs is everything. Functional gets you in the room. Emotional earns trust. Social gets you the referral. The magic happens when you speak to all three. And that question “What were you trying to do when this felt hard?” , should be painted on every product wall. Because that’s the door to insight, clarity, and building something people actually lean in for. Thanks for the reminder: We’re not just shipping features. We’re helping people show up stronger.
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