Reading: the jobs people hire products for

Nobody wakes up wanting a recipe app. They want to put dinner on the table on a Tuesday without thinking too hard. The app is just the thing they hire for that job — and they will fire it the moment something does the job better.

Describe the progress, not the product

A job describes the progress someone is trying to make in a specific situation. A useful format is:

When I'm [situation], I want to [motivation], so I can [expected outcome].

“When I get home late and tired, I want to cook something I already have ingredients for, so I can eat well without another trip to the shop.” That sentence tells you far more about what to design than “users want recipes”.

Look for the switch

The most revealing moment is when someone stops using one solution and starts another. Ask about it in your interviews:

• What were you using before? What made you look for something else?
• What almost stopped you from switching?
• What did you have to give up?

Three kinds of jobs

Functional jobs are the practical task. Emotional jobs are how people want to feel (“not guilty about takeaway again”). Social jobs are how they want to be seen (“the friend who cooks”). Good products serve all three; great ones are honest about which one matters most.