Table of Contents 3 Foreword 4 Introduction 5 Focus on the job 10 Understanding your real competitors 13 More than mattresses: using Jobs-to-be-Done research for software 19 Getting customers to switch 23 Where one job stops and another starts 28 A worse product can do a better job 32 Abandoning personas: the story behind Job Stories 36 Designing features using Job Stories 44 Asking why the right way 48 Conclusion 2