Writing from the Strain

A basic guide to Outcome Statements from Jobs To Be Done (JTBD)

There’s a certain kind of intelligence that lives in the places we often overlook.

• In tension.

• In misalignment.

• In the quiet ache that says, something isn’t quite right - even if we can’t name exactly what.

This is the place to start, before shaping the shape of what comes next. Not to solve anything. Just to notice.

And then, to describe them clearly - in a…