A product gets hired for a "job" that needs to get done for the customer. That right is won because the customer believes that it will solve a specific problem. Or, in some cases it will solve many problems that they have concurrently. The nature of that problem, or problems, depends upon the scale, category, and elevation level that a customer represents. When each problem is mapped to a solution that results in the ultimate hiring of the product, then its up to the product to deliver the solution that was promised.

The kind of "jobs" that products will get auditioned for are statements of the solution required to address a higher level concern. For example: 1/ "Wanted: A solution for getting me more customers," or 2/ "Wanted: A solution for my recurring back pain." The customer has a problem that requires a solution. But it's important to keep in mind that there is an emotional WHY that underlies their level of investment to consider taking out the incumbent approach, which is most often "do nothing."

All wannabee solutions compete against the solution that takes the least amount of energy (for now), costs the least, and everyone's okay with it (for now) which is "do nothing." There are no specific products that ladder under "do nothing" — which makes it easy to understand and requires absolutely no meetings to suss it out.