What Are Struggling Moments in JTBD Theory?

Struggling moments are points of frustration or difficulty customers experience when trying to complete their Jobs To Be Done using current solutions. These moments reveal unmet needs and opportunities for innovation.

For example:

• A commuter struggles with unreliable public transportation when trying to "arrive at work on time."
• A parent struggles with bedtime routines when trying to "help their child fall asleep."

Why Are Struggling Moments Important?

Struggling moments highlight gaps in existing solutions where businesses can create value by addressing pain points more effectively than competitors.

How Can You Identify Struggling Moments?

1. Conduct JTBD interviews focused on challenges and frustrations.
2. Observe customers in real-world contexts (contextual inquiry).
3. Analyze complaints or reviews of existing products.