The triggering event is key here in understanding JTBD. If we don’t delve (via in-depth customer interviews, for example) the emotional benefit derived in any new behaviour then we miss the opportunity to formulate the right product response. I agree it is important to understand the role of both want and need in your analysis of JTBD but we can also do an overlay to this model by understanding the internal emotional benefit derived from either taking action or not. In your example about taking your wife for dinner — you may decide to go to a different restaurant than before because your wife counts on you to bring new things to your relationship which in turn, makes you feel like a great husband, provider and adventurer (forgive me for speculating about your relationship her Ash) and that gives you deep emotional satisfaction. If we stay on the surface of identifying a triggering event — the bus is late again so I’m off to buy a car — without understand why the person opted for buying a car instead of going back home to bed and calling it a day — then we miss the opportunity to build a car that addresses the needs of frustrated commuters. Love reading your thoughts and work Ash.