At Intercom, we made a huge bet on Jobs-to-be-Done, initially as a way to inform our product strategy, and later as a way to go to market. Five years later, it’s still the foundation of our product and marketing strategies. We’ve architected the entire company around the idea people experience problems in their life or business, and they buy products to solve those problems. I can’t think of one area of our business Jobs-to-be-Done hasn’t improved. Product, market- ing, sales and support have all benefited heavily from from what we’ve learned by focusing on it. Initially we guided our decisions with our intuition about the various reasons people would buy Intercom, but after a year or so we conducted exhaustive research to learn more about our customers’ jobs. This research can be as simple as talking to new users who’ve successfully onboarded to your prod- uct. If you’re wondering how to talk to specific users, Intercom can help. However you decide to collect feedback, remember it’s about focusing your company on solving real customer problems. Our approach to Jobs-to-be-Done is still evolving. This book is only the start – a collection of our best thinking on the theory to date. As our company grows and our customers’ needs expand, our thinking will evolve. In five years’ time, we’ll likely have several books’ worth of advice and opinions. If you’ve had similar experiences using some of the strategies in the book, I would love to hear from you. I’m [email protected] – drop me a note. Thanks for reading, Des Traynor, Co-Founder, Intercom Facebook • Twitter • LinkedIn 49