Snickers vs. milkshakes & Netflix vs. sleep

Who are Netflix's competitors?


If you say Hulu, Disney, HBO Go, Amazon Prime, Youtube, you'd only be half right.

Netflix's competition also includes playing Settlers of Catan or Fortnite, going out to dinner with friends, sleep -- anything else you do to entertain yourself.


What about a coffee shop? Nespresso machines, cold showers, juice bars -- anything else you could do to wake yourself up in the morning.


Snickers? A milkshake, banana, or a bagel -- anything else you could do to satisfy your hunger when you're in a hurry.


The premise is simple: we hire products and services to transform our existing life-situation into a preferred one. Here's a quick overview of the framework, and a deeper dive e-read here.

If you couldn't tell, I'm an avid jobs-to-be-done fan and have frequently used the JTBD interview framework to better understand my users/customers. I just finished a round of these interviews last week.


I asked customers the following core questions which helped me understand both the factors that influenced them to adopt our product and those that might've prevented them from getting started:

  1. Before you began using [the current solution], what did you use and do before?

  2. When did you realize you needed something better?

  3. Once you figured out you needed or wanted a new solution, what alternatives did you consider before using [the solution]?

  4. How did you imagine your life improving with a better solution?

  5. Did you have any doubts or concerns about the purchase?

This is the interview script and an example summary slide deck I used to synthesize and distill learnings to our team.

Upgrade your user, not your product. Don’t build better cameras—build better photographers - Kathy Sierra
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