The way to use find out what your customers dream of a better life is to do extensive customer development and have a dialog with them. It can be fairly informal. What you're trying to get to the bottom of is what progress looks like for them and what they consider to be competition for your product.
Why asking about the competition? Well that helps you in knowing what they might have to stop doing/using to be able to start using your service/product. This gives you also the knowledge about what customers value in a solution and what they don't like. It also gives you an idea of the price they are willing to pay.
No I hadn't. Please tell me more =)
The way to use find out what your customers dream of a better life is to do extensive customer development and have a dialog with them. It can be fairly informal. What you're trying to get to the bottom of is what progress looks like for them and what they consider to be competition for your product.
Why asking about the competition? Well that helps you in knowing what they might have to stop doing/using to be able to start using your service/product. This gives you also the knowledge about what customers value in a solution and what they don't like. It also gives you an idea of the price they are willing to pay.
There's a lot more to it, so I'd like to close with a book recommendation: http://www.whencoffeeandkalecompete.com/
I hope I could shed some light on JTBD :)
Thank you for the very informative answer.
Cool info. I hadn't heard of this.