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Paraphrasing: "People don't want a drill, they want the hole" Talk to your intended audience to figure out what they want to accomplish, not just the tools th
by johngalt 6y ago
Paraphrasing:
"People don't want a drill, they want the hole"
Talk to your intended audience to figure out what they want to accomplish, not just the tools they ask for.
This is a useful way of looking at things. Yet, there is a limited distance we can expect the audience to traverse before using what they are familiar with. The number of fax machines in existence shows the staying power of habits.
As a startup, look at the decison/control points specific to the 'job to be done'. This is a game of revealed preferences and principle-agent problems.
- sotu 6y agoIt's actually people dont want a drill they want to hang a picture.
- sooheon 6y agoAnd with the right marketing, sometimes they just want to be the kind of person who owns that drill, whether they end up using it or not.
- technicolorwhat 6y agoExactly! So the drill is entirely optional if you have something like tape. Or a railing or a piece of wire. It's crazy how often my clients ask for a solution for me to cod while a way cheaper one / pragmatic one can be done in minutes that is enough for them to test the hypothesis for their product market fit.
- smugglerFlynn 6y agoI think approach this article talks about is more in the line of "People don't want a drill, they want a bookshelf on the wall". Two very different approaches to "Jobs to be Done" exist: one is about helping make better holes, and another is targeting the reasons for drilling the hole, reframing the problem itself. I found that former approach helps deal better with something habitual, like re-designing some existing product (faxes..) or adding features, while latter helps to ideate completely new solutions. Great outline of these different approaches and mindset behind them can be found here: https://jtbd.info/know-the-two-very-different-interpretations-of-jobs-to-be-done-5a18b748bd89 https://jtbd.info/know-the-two-very-different-interpretation...