examples of disruption:
GoToMeeting launched HD video calls, it justified the price point.
[email protected] (@dotmariusz) May 25, 2017
The goals the customer has and what needs to be done.
business loses focus on what the user is trying to do.
there are competing approaches to this.
example, keyless locks.
We need to control access and feel safe: Function and emotion in the same context.
Maximize my ability to allow visitors in during the day.
Direction > Unit > Qualifier
Disered outcomes survey
When ____ , I want to ______, so i can
shift language to JTBD
lose marketing jargon
markets are boxes we put ourselves into.
don’t just develop a software, intuit competes with the pencil and not just other tax software solutions.
expand your market by adding new jobs to what you cover.
people don’t want a drill, they want a hole in the wall. theodore levit
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