Hi Alex, thank you for your thoughtful response. You are correct - I think we should take those types of needs into account as well as the most obvious JTBD. I don't spend much time discussing how to prioritize them against core functionality because those priorities are truly going to differ from product to product (maybe that'll be the next article!). The content in this piece is just one way to get the most out of your qualitative feedback so you can go beyond the executing the core functionality on B2B products.

And I appreciate your point about my interview. I typically approach these cases as "problem validation -> success metric -> possible solutions -> execution" but it seemed that my interviewers wanted me to jump straight to solution designing (which is unusual). I do wish, in that moment, I could have pivoted quicker to thinking "what are some simple ways to motivate employees to RTO", so I included it in the takeaway here.