WHAT: During your SCAN you will see the same JTBD coming up time and time again. It’s important to identify which are the most important for you to prioritise when coming up with your solution.
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WHY: If you choose to prioritise the wrong JTBD (e.g. the ones you think are most important but they’re not actually the most important for your customers) you risk creating a solution that no one will use. 

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HOW: Track all of your JTBD (an Excel spreadsheet can be useful!) – the ones that have emerged from past data and insights, the conversations you’ve had and observations you’ve made.