You sell a thick morning milkshake. Who are you actually competing against? Most companies answer by category. Jobs-to-be-Done says look at the job the customer hires it to do instead, and watch the answer change.
How to play: press the button to sort the same set of options a new way. Lit cards are the ones counted as real competition.
Your product: a thick morning milkshake
Sorted by category: what else is a milkshake?
Same product, three different markets. Defining competition by the job, not the category, is the genuinely useful move: your rivals turn out to be a banana, a podcast, or doing nothing. But notice the last step. We only ever guessed the job from the sale, and a different guess produced a different market. The job is a hypothesis you chose, not a fact read off the data, so a neat job story is a strong prompt, not proof. Use it to reframe and to find unmet needs, then test the job you pick against what people actually do and pay for.