When potential customers sign up for a product, they don't come out of nowhere but rather have an established way of doing the job they're thinking about hiring the new product to do. To understand this "backstory," it's essential to answer three questions: Are prospective customers using an existing product to do the same job today? How easily can they evaluate your product against their current one? What barriers will they encounter if they decide to switch to your product? By understanding these backstories, you can reframe your initial interactions with them and improve your product accordingly. This involves meeting them where they're at on the Jobs-To-Be-Done timeline, making the best impression while they're actively looking for potential solutions, deciding which one to use, and switching over. People are busy and have a limited amount of time and attention, so it's crucial not to ask for too much effort from prospective customers too soon on the timeline. By asking these questions and incorporating what you learn into your product's new customer experience, you can make your future customers less likely to end up in your competitors' hands.