Customer Needs Archives - Page 2 of 8

April 15, 2024

Innovate with Ideas 1st or Needs 1st? Product Managers face a big question: should we start by brainstorming a bunch of ideas and then attempt to iterate our way to product/market fit? Or should we discover the target customers’ unmet needs and then generate solution ideas to address them? Many people advocate generating a lot …

by Urquhart Wood

Wooden chips with lightbulbs on them, one chip's bulb is illuminated

October 31, 2023

Revenue Growth Unleashed: When to Apply the JTBD Advantage (Part 2)

Revenue Growth Unleashed: When to Apply the JTBD Advantage (Part 2) For today’s blog, I had intended to continue answering the question that a senior executive posed to a panel of my clients at an executive breakfast a number of years ago: “What can Jobs-to-Be-Done (JTBD) do for me that my salespeople can’t?” What a ...

by Urquhart Wood

September 12, 2023

What’s the ONE Thing You Can Do to Innovate and Grow?

What's the ONE Thing You Can Do to Innovate and Grow? Some of you may be familiar with the New York Times bestseller, “The One Thing: The Surprisingly Simple Truth Behind Extraordinary Results,” by Gary Keller with Jay Papasan. Gary built Keller Williams Realty International from a single office in Austin, Texas, to the #1 ...

by Urquhart Wood

August 25, 2023

To Drive Growth in a Core Market, Forget About Your Offer!

To Drive Growth in a Core Market, Forget About Your Offer! Establishing a competitive advantage is hard for most companies. That’s often because they don’t know which of their target customers’ needs are going unmet by their own offerings and their competitors’ offerings. This leads to a guessing game, high failure rates, wasted time and ...

by Urquhart Wood

August 3, 2023

How to Find and Capture New Markets Without False Starts

How to Find and Capture New Markets Without False Starts Have you ever been stuck in the rut of "internally focused innovation?" That is, caught in a trap of only being able to generate ideas that are either "me-too" or just more of what you're already doing? The key to success with innovation is to ...

by Urquhart Wood

June 1, 2023

Change Your Benchmark and Change the Game

Change Your Benchmark and Change the Game A chief reason why Jobs-to-Be-Done (JTBD) delivers exceptional innovation results is because it identifies why people buy products and services: to get their jobs done. A “job” is simply a problem to be solved or an objective to be accomplished. Jobs come in three types: functional, emotional, and ...

by Urquhart Wood