Struggling Moment

All of us seek to improve our lives all the time. Key to uncovering durable Jobs to be Done (JTBD) is understanding where and when people are struggling to make progress. This struggle, not customer needs or demographics or product features, is at the center of a JTBD.

Struggling Moment

In the well-worn milkshake example of JTBD, the struggling moment is that time in the morning where someone who wants a bit of distraction on a long, boring commute is trying to find a breakfast that won’t make a mess in the car or on their clothes and will keep them full until lunchtime.

Struggling moments tell us that there is an opportunity to get someone to “fire” the current solution they have—they wouldn’t be struggling if it worked—and “hire” a new solution.

The design of this lens was influenced by:

The Struggling Moment lens is introduced as part of our live, online Innovation Science Bootcamp.

Not sure yet? Bring a business problem to our Free Consult, and see for yourself.

Unstuck Assist
Mystery Person