Getting feedback really is the best way to refine a thought.

Thanks, Mike. I struggled with that piece of this story, and I see your point. I was trying to think of this being independent cycles through the process, but your comment has helped make things more clear.

In fact, this is why things like “once I eat lunch, I no longer have a JTBD” sound ridiculous, isn’t it? That’s the difference between the market and the process. I’m part of the market [Job Performer] + [Job to be Done] even if I’m not actively researching options.

If you were to map this to the Timeline (which I know you’d never do, but bear with me here), this is the time *before* the passive looking. You are in the market even if you aren’t actively engaged trying to get the Job Done.

Thanks again for your thoughts!

Sr UX Specialist with Canada Revenue Agency, former web dev and product person. 🔎 Lifelong learner. Unapologetic introvert. Plant-powered marathoner. Cat mom.