Who or what is my competition? Which product categories am I competing against? Could my own customer even be a potential competitor for the “job” at hand? Defining our “competitors” too narrowly does not provide a true reflection of the competitive landscape, nor does it help to explain why customers switch from one solution to another. So, how do we define our competitors accurately?

No matter how much effort we put into segmenting or describing the persona – nothing really tells us why customers choose certain products. That’s where Jobs to Be Done can help.