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Aastha

📉 • 2m

100% agree - and honestly, that's what makes JTBD so uncomfortable for mature orgs. It demands teams rethink what they're building, why they're building it, and who it's really for. But when the org is structured around defending roadmap decisions and sunk costs, JTBD feels threatening - not helpful. The framework isn’t broken. The culture, incentives, and structure often are. That’s why you see startups using JTBD to disrupt incumbents.. while incumbents struggle to even ask the right questions. Appreciate you calling this out. It’s the “real-world friction” part most people skip over.

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