How To Write A Jobs To Be Done Statement

"Help me brush my teeth in the morning” is not a great example of a Job to Be Done statement.

It infers an existing solution (a toothbrush) and there’s only so far you’ll be able to expand your thinking within that bubble.

It's a valid approach to designing innovations that impact customer satisfaction in the near-term. But it will not lead to disruptive new products and services.

For more innovative product design and more 'aha' moments we could use:

“Keep my teeth healthy.”

This is people focused - the same problem people faced hundreds of years ago, face today, and hundreds of years from now.