Understanding the customer…
How does your innovation succeed?
// You can ask your customers what their next product should look like. But are they really able to understand or imagine what technology and economics allow for?
// You can develop 1000s of ideas and hope that the right one is there and found. But why let success be a coincidence?
> The way out of this dilemma is called “Job-to-be-done”. You need to understand what the customer wants to achieve. What important job he needs to get done. What progress he wants to make. It’s here that you start with successful innovation. As soon as you understand his biggest pains when going about his important tasks, you have the starting point for real customer value. Offer a real value solution and your innovation will fly.
Customers don’t want the drill, or the hole – they want to hang up a picture or their jacket. Understanding which tasks customers want to accomplish and what obstacles prevent them from doing so is the key to your next successful innovation.