Jobs to be Done Canvas: Turn a finished session into a trustworthy next step
Job Overview
Job Title: Understand session quality and the next step, fast Date: 2026-06-18 Author: PM pipeline (from curator.html) Research Basis: Founder conversation (2026-06-15) + ICF study cited on page. NOTE: no independent coach interviews yet — treat as hypothesis. (The page lists 5 JTBD; this canvas details the primary one and references the others.)
Job Performer
Who: A practicing coach who has just finished a session and must convert it into prep + client follow-up. Key Characteristics: 6–15 active clients; values session quality and reputation; time-poor; already improvises with a transcriber + generic LLM. Not Defined By: coaching niche, age, tenure, specific video tool.
The Circumstance
When: immediately after a session ends and a recording/transcript exists. Where: at the desk, between back-to-back clients. Frequency: every session (multiple times/week). Urgency: medium-high — follow-up loses value if it slips days.
Job Statement
"When I finish a coaching session, I want to get a structured, trustworthy read of what happened and what's next, so I can prepare and follow up without hours of manual work — and stand behind what I send the client."
Functional Job
Practical task: produce an accurate session analysis + a client-ready follow-up. Definition of "Done": - Topic, insights, commitments, next steps captured accurately. - Output trustworthy enough to send a client with light edits. - Done in minutes, not an hour. Key Steps: 1) review what happened → 2) extract insights/commitments → 3) decide next step → 4) draft client message. Functional Pains: manual + slow; generic-LLM output varies run to run; details lost between sessions.
Emotional Job
| Desired Feeling | Why It Matters |
|---|---|
| Confident the analysis is right | They put their name/reputation on it |
| In control of the practice | Reduces "things are slipping" anxiety |
| Professional, not scrambling | Identity as a serious practitioner |
Avoid feeling:
| Feeling to Avoid | Current Trigger |
|---|---|
| Doubt before sending | Inconsistent AI output |
| Guilt | Dropped commitments between sessions |
Emotional Pains: anxiety that AI output is wrong; fatigue of redoing analysis.
Social Job
| Desired Perception | By Whom |
|---|---|
| Rigorous, evidence-based coach | Clients, program leads |
| Trustworthy with sensitive data | Clients, sponsors |
Avoid: seeming to "outsource thinking to a bot." (drives the human-in-the-loop framing)
Competing Solutions
| Solution Type | Solution | Strengths | Weaknesses |
|---|---|---|---|
| Indirect | Transcriber + ChatGPT prompt | Cheap, available | Not reproducible, no continuity, not client-safe |
| Non-consumption | Memory + quick notes | Zero setup | Lossy, doesn't scale |
| DIY/Manual | Hand-written session notes | Trusted by coach | Slow, inconsistent |
Why switch: when client load grows and manual analysis stops scaling. Why stay: trust in own notes; fear of AI error; setup friction.
Hiring Criteria
Must-Have: accurate speaker-separated transcript; client-safe (consent + depersonalisation); coach edits before anything is sent. Differentiators: reproducible methodology-grounded analysis; cumulative client dossier; coaching-native (session phases/ICF). Nice-to-Have: live in-session suggestions; auto follow-up scheduling.
Insights and Implications
Insight 1: Trust, not speed, is the gating criterion. → Reproducibility + evidence (quotes) per conclusion is the core build. Insight 2: The job spans between sessions, not just after. → The dossier is part of the same job, not a separate feature. Insight 3: Social risk ("outsourcing thinking") is real. → Keep human-in-the-loop visible in UX and messaging.
Supporting Quotes
No verbatim research quotes yet — to be collected in
02-discovery-research.md. (Honest gap.)
Questions for Further Research
- Is "trustworthy enough to send" a binary gate or a gradient?
- How many minutes is the real "fast enough" threshold?
- Do coaches want the dossier, or just per-session summaries?
Other JTBD from the page (see PRD): see commitments are kept; show progress to client/sponsor; handle sensitive data safely; prove coaching ROI.