Writings

Demand, diagnosed

Essays on where demand actually comes from — how to find the struggling moment, read the forces around a switch, and tell an evidence problem from a product problem.

5 August 2026 · 8 min read

Every Pivot Has a Required Input

A pivot is a bet, and every bet runs on a specific piece of customer evidence. Mapping Ries’s ten pivot types to the JTBD input each one requires — and why only two of them ask who is struggling.

JTBDPivotsDemand

Find out what your customers are actually struggling with

Behavioral and Jobs-to-Be-Done research for founders and growth leaders from Seed through Series B — sizing demand in a defined segment so the next decision runs on evidence instead of instinct.

See the methods Book a call

Every Pivot Has a Required Input

Find out what your customers are actually struggling with