What is the problem you want to solve? Why do you do what you do?
When we better understand the problem our customers want solved, what drives and motivates this, and why they want it solved, we can better provide a corresponding solution and create value.
In uncovering the fundamental motivation of our customer Jobs-to-be-done:
We observe what our customers do (Don’t always listen to your customer),
We interview them (What do you ask),
We ask, "why?" 3x times
The fundamental motivation should converge towards the Elemental Jobs-to-be-done.