When you’re building a new product, you’re often thinking about all the new things people are going to be able to do with it. Now they can do this, now they can do that. Exciting!
But there’s a better question to ask: What are people going to stop doing once they start using your product?
Yes! That’s step 2 of the Jobs to be Done theory – the fact that there might have been something else doing the same job in someone’s life before your product came along. You need to consider what you’re asking people to stop using or doing when they use your product, and make sure that fear of switching is diminished as much as possible.