When working with business objectives and, sometimes, JTBD, it can be useful to try to distil a higher level need.

We find the 5 Whys technique from Kaizen works well for this, particularly in a workshop setting. It's normally applied to root cause analysis but is just as useful when trying to truly understand why an organisation has chosen a particular objective.

When applied to a JTBD, it's effective at helping people really put themselves in the shoes of someone else.

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