01Best for
Understanding demand, the hiring moment and the real competition.
Output
The job they’d hire you for, plus forces of progress: push, pull, anxiety, habit — per persona.
Best for
Demand discovery, MVP validation, positioning against the real alternative.
Grounding
Personas recall a concrete switch from their memory, with evidence quotes.
Anti-pattern
No leading questions — the mediator surfaces the messy real reason, not the brief.
The loop
Frame the switch
Pick the product/behaviour change; the council recalls a real moment it happened.
Surface the forces
Push & pull vs. anxiety & habit — the mediator probes each persona for tension.
Find the timeline
First thought → passive looking → active looking → decision → onboarding.
Synthesize the demand
One auditable map of why they switch — with the quotes that prove it.
02How it works
Runs through Lean / Jobs-to-be-Done.
A job is the outcome you buy; underneath, the run follows a proven framework and reaches for one move at a time. Demand / Jobs-to-be-Done runs through Lean / Jobs-to-be-Done, using council, prototype test along the way — and it won’t converge until the panel below has weighed in.
The formats
Coverage
At least 5 personas, spanning segment · trigger-moment · current-alternative. The panel covers distinct trigger moments and the alternatives customers hire today. (“JTBD” is the Job; its engine is the Lean/JTBD framework of the same name — two different layers.)