Your customers aren’t loyal to you; they’re loyal to the outcome after hiring your product. That single shift powers this deep dive with Scott Burleson, veteran product leader, author of The Jobs to Be Done Pyramid, and former John Deere innovator who helped turn a “don’t add anything” brief into a premium launch that outsold the economy model. We unpack how to find the real struggle in the work—like a mid‑mower deck change that wrecked knuckles and weekends—and design relief people will pay more for.
We walk through the JTBD Pyramid in plain language. At the base are product jobs—the gritty tasks of buying, learning, maintaining, and storing that often block adoption. Above that are core jobs—the solution‑agnostic outcomes such as mow grass, beautify property, or prevent plant shutdowns that remain stable even as technology changes around them. Then come identity layers, where B2B finally gets honest about emotion: the engineer who becomes the protector of uptime, the buyer who guards the P&L. At the top sit emotional states—confidence, relief, pride—that guide messaging and onboarding. Along the way, we dig into importance vs satisfaction scoring to focus investment, how to compare against alternatives outside your category, and the danger of over‑engineering when customers are already “past acceptable.”
We also get practical about AI. Today, it shines at compressing secondary research, drafting comprehensive need lists, and supporting analysis. It’s not yet a safe replacement for customer prioritisation, where context and trade‑offs rule—but that day may inch closer with well‑trained synthetic panels. The edge will belong to experts who pair domain judgement with smart AI workflows. If you’re ready to move beyond features and spec sheets and build products people actually “hire”—and become the kind of marketer or product leader customers trust—this conversation is your map.
If this helped sharpen your roadmap, follow the show, share it with a teammate, and leave a quick review—what job should we tackle next?

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