In this web content, the author discusses the concept of “Jobs to be done” and highlights the problem with traditional approaches to product development. The author emphasizes that teams often have confirmation bias and fail to truly understand the customers’ needs. They provide examples, such as Intuit’s experience with customer feedback and a fast-food chain’s attempt to sell more milkshakes. The author explains how understanding the job that customers are trying to accomplish can lead to successful innovation. The content also mentions examples of companies like Khan Academy, Airbnb, and OpenTable that have succeeded by addressing unmet customer needs. The author encourages readers to apply the “jobs to be done” lens in their own organizations.
https://techbooks.substack.com/p/why-asking-your-customers-what-they