Know Your Customers’ “Jobs to Be Done”

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Yesterday I asked you to send me links to the most enlightening Tim Duncan articles, interviews, and videos that you could find. The NBA's reality is that we are deep into the Tim Duncan era -- he is the dominant player of the day -- and yet whenever he is on TV almost no one wants to watch. This year's Finals promise to deliver low ratings. My knee-jerk response is: watch! Watch himspecifically.

Firms have never known more about their customers, but their innovation processes continue hit-or-miss. To create offerings that ancestor truly want to buy, firms as a replacement for need to home in on the job the customer is trying en route for get done. Some jobs are a small amount pass the time ; some are big find a more fulfilling calling. Jobs are multifaceted. And the circumstances in which customers try to accomplish them are more critical than a few buyer characteristics. Consider the experiences of condo developers targeting retirees who hunt to downsize their homes. Sales were weak until the developers realized their business was not construction but transitioning lives. Instead of adding more features to the condos, they created services assisting buyers with the move after that with their decisions about what en route for keep and to discard. Sales took off.

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