From Research to Revenue: Your Actionable Guide to Jobs-to-Be-Done

You've done the work. You created your Jobs-to-Be-Done (JTBD) report.

Now what?

Most founders get stuck here. They read the insights, nod along, then... nothing changes. Some dismiss the findings as obvious. Others struggle to make sense of them at all.

The real challenge goes beyond the research: it's surrendering to what it tells you. This guide will help you internalize those findings so the next steps feel obvious, not forced.

Let’s walk through how to turn your JTBD research into growth across marketing, sales, and product, starting with your mindset.

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The Founder's Role: Surrender to the 'Jobs'

Whether your JTBD findings felt obvious or confusing, this type of project only works with founder buy-in. But you can't be an advocate for what you haven't internalized.

Here's what I mean: a simple change like swapping "finding" for "validating" in your messaging might feel trivial to you. But to your customers, one word captures their actual job while the other misses completely.

Your most important job now is getting close enough to the research that these distinctions click. When they do, taking action will feel like the most logical next step.

It’s time to turn that clarity into action, starting with your marketing.

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Marketing: Turn Customer Research Into Growth

This is where most teams expect the biggest payoff from JTBD.

Here’s how to make your messaging sharper, your channels more effective, and your content aligned with what customers actually care about.

1. Fix Your Messaging (Using Their Exact Words)

I once did a JTBD report for a client who sold a tool for recruiters. The competition was all focused on "finding the best talent," but our interviews revealed that wasn't what recruiters really wanted. They were looking to validate the best talent they'd already found.

When we swapped their messaging to focus on “validating” candidates, it instantly resonated with their ideal customer.

Don’t overthink this. Copy-pasting the exact words your customers use is one of the most powerful marketing moves you can make.

The first step is auditing your existing content and that’s easier than you think with a few AI shortcuts.

Here’s how to get started:

Quick First Pass (Use Claude)

Goal: Use your JTBD insights to assess whether your website reflects what your customers truly care about—and rewrite what doesn’t.

1. Open Claude.ai and paste this prompt:

I need you to analyze website messaging against Jobs-to-Be-Done insights.

Website: [paste homepage copy or provide URL]

Key JTBD Findings from Customer Interviews:
- Customers care about **validating candidates**, not just finding them
- [insert your specific findings]
- [insert your specific findings]

Please:
1. Identify where current messaging aligns or conflicts with these insights
2. Highlight specific words/phrases that miss the mark
3. Suggest rewritten copy using customer language
4. Prioritize changes by potential impact

2. Claude will return a helpful summary and suggested rewrites — even if the site uses different phrasing.

3. Test updated copy on your site, landing pages, or ads.

4. When you’re ready to go further, a full crawl of your marketing site helps scale this alignment.
   

   
   

2. Double Down on the Right Channels

Your JTBD interviews reveal the channels that actually drive growth.

For one of my clients, something came up in every single conversation: referrals. Customers needed a trusting peer to refer the product and some even visited other users in person before buying. These buyers didn't even do price comparisons because they got a solid referral from the right person(!)

Our takeaway was simple: make it easy for our customers to talk about us. We started pushing customer testimonials without any filters, and we empowered our best users to be our biggest advocates.

Once your marketing engine starts reflecting what customers are hiring you for, your sales process becomes a lot more straightforward.

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Sales: Remove Friction and Accelerate Decisions

Your JTBD research revealed what makes people hesitate and what makes them say yes. Time to use that intelligence to close more deals.

1. Address Objections Proactively

You already know what’s stopping people from buying. The best time to address those concerns is before they bring them up.

Use your JTBD insights to update sales scripts, landing page copy, and email follow-ups. You’re not shooting in the dark anymore, you’re speaking directly to the buyer’s anxieties.

Sales objection script

Goal: Use your JTBD insights to create a bank of pre-vetted, on-brand responses to common sales objections, making your team feel prepared and confident.

• Prompt the AI: Go to your AI tool and paste in the key findings from your research. Ask the AI to write several versions of a response that addresses this objection using the customer's exact language and insights.

  
  

Use this prompt:

You are a conversion-focused sales strategist.

Context: I've conducted Jobs-to-Be-Done interviews for [company] selling [product/service].

Key JTBD Insights:
* Primary Job: [core job customer is hiring your product to do]
* Pain Points: [specific frustrations with current solutions]
* Desired Outcomes: [what success looks like to them]
* Trigger Moments: [what prompts them to seek a solution]

Common Objection: "[specific objection, e.g., 'This seems too complex for our team']"

Generate 3 different responses that:
1. Acknowledge the concern authentically
2. Address it using our JTBD insights
3. Redirect to value/outcomes they care about

Format: Number each response and explain which JTBD insight it leverages.

• Review and Refine: The AI will generate a few options. Review them, and select the ones that best match your sales team's tone and brand voice. Share them in a team-wide document so everyone is on the same page.
  

2. Engineer the "Aha Moment"

Your interviews should also reveal the moment people got it. The thing that shifted them from skeptical to sold.

Now, remove every barrier between your prospect and that moment. Make the “aha moment” inevitable.

If the “aha” moment happens early, customers feel confident in their decision and they’re more likely to succeed after they buy.

That brings us to the product. Where customers discover whether you truly deliver on the job

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Product: Apply Customer Insights for Faster Value

You’ve tuned your messaging and smoothed out the sales process. But the real test? Whether your product actually delivers on the job.

Here’s how to make sure it does.

1. Conduct Reverse Demos

Reverse demos are an instant way to see if your product delivers on its promise. Create a “mission” for your users to get to the “aha moment”, then see if they can navigate there on their own. If they can't, it's time to make changes.

2. Leverage Your Super Users

The interviewees from your JTBD are your "super users." Before launching anything new, test it with these super users. Let them validate whether your next release truly helps them get the job done. They are your first line of defense to make sure your new ideas will truly add value before you invest in a big launch.

The best way to run these tests? Interactive prototypes that mimic the actual experience. Here’s how to build one:

Interactive Prototype

1. Go to Lovable.dev 

2. Upload your screenshots

   • Show the actual UI screens for your new feature (e.g. dashboard, new modal, confirmation state).

   • One screenshot per step works best.

3. In the Lovable chat, paste and adapt this prompt:

Create an interactive prototype to test a new feature.

Feature: [Short description of the new feature, e.g., "Let users create and save custom reports from the dashboard"]

Screenshots included:
1. Dashboard with “New Report” button
2. Report builder modal with form fields
3. Confirmation screen after saving

Prototype flow:
- Step 1: Click the “New Report” button (ID: new-report-btn)
- Step 2: Fill out the report form fields (IDs: title-input, filters-section)
- Step 3: Click “Save Report” button (ID: save-btn)
- Step 4: View confirmation screen with “Report Created” message (ID: confirm-msg)

Requirements:
- Keep the existing UI layout
- Highlight clickable areas as needed
- Let the user complete each step with clicks or text input
- Do not redesign interface, just simulate interactions

Let me know if you need clarification or more screenshots.

4. Wait for Lovable to build your prototype

   • It may ask follow-up questions (e.g., to clarify a screenshot or element).

   • Respond with specifics. The more exact you are, the better the overlay will work.

5. Test and Share

   • Click through the wizard flow to validate the UX.

   • Share the prototype link with your team or super users for quick feedback.

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The Big Picture: Aligning Everything Around Customer Value

Your JTBD research is only as valuable as your ability to act on it.

That doesn’t mean applying every insight at once. It means getting close enough to the customer that action feels like common sense, not a guessing game.

So open Claude, paste in that first prompt, and take the first step toward building what your customers are actually hiring you to do.