Flip the lens on your innovation practice.
Just because you interview your customers doesn’t mean you’re customer centric. As you go through the process of developing your products, you may not realize it, but you’re stripping away what your customer – demand – actually wants.
Understanding the difference between a product feature and the Job a customer is looking to make progress with, with Basecamp as an example.
This mindset of thinking everyone’s a competitor is unhealthy. It forgets the bigger picture: the progress a customer is trying to make.
I’ve seen too many products fail despite extensive consumer research. And I mean extensive. Companies spending millions of dollars on research, and the products still fail. How does that happen? And why?
People don’t buy products, they buy progress. Learn how to shift from selling features to solving real customer problems, whether you’re a product manager, marketer, or salesperson. Stop pushing drills and start understanding why people need the hole.
