In the well-worn [milkshake example](https://www.youtube.com/watch?time_continue=41&v=sfGtw2C95Ms) 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.

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.

In the well-worn [milkshake example](https://www.youtube.com/watch?time_continue=41&v=sfGtw2C95Ms) 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. 


Bob Moesta

Bob-Moesta.png

Struggling Moment.pdf

Struggling Moment - thumb.jpeg

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.