If you’ve studied Jobs-to-be-Done in any detail, you’ve heard of The Struggling Moment. Understanding the buying scenario is important for many reasons, and chief among them is not leaving money on the table.
This NPR story explains how Uber charges (at least) triple for a private car ride when it’s raining/snowing and impossible to get a cab—a perfect Struggling Moment story. The piece opens cranking up the struggle to the max with an anecdote about one of the reporters looking for a car when his wife was in labor.
Thought experiment: how much would you pay for a ride to the hospital in that moment?