The jobs-to-be-done lens.

“Lose your product oriented lens and start seeing the world through the jobs-to-be-done lens. When you focus on your products and solutions, you begin to lose touch with the real problems and challenges people face in achieving their ultimate desired outcomes.”

What’s the thing they’re trying to get to? What’s the job they’re trying to get done?

Recognize and acknowledge that first. Then look at how you’ll get them there. 

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