Your friend is starting a company and wants to identify the job their product will do for people. What advice would you give them?

  • Make your best guess based on the reason you’re starting your company.
  • Wait until you have at least 100 customers, and then interview 10 or 12 of them.
  • Put a plan in place to interview your first few customers soon after they buy from you.
  • Ask customers of your competitors why they bought the products they did.