Successful companies are built on products that are valuable for people.
What are the 3 most important things you should know about your customers to insure that your products will be valuable for them?
Companies knows a lot about their customers,
over 85% of them do NOT know the really important things,
- That explain causality – WHY they are choosing & using your product.
- That should be the base for your entire product strategy
- That are the base for finding a blue ocean
- That are the key for real differentiation from the competition
- That should be the base for your value proposition ( Attract the right customers, Increase your conversion rates,..)
#1: What are they REALLY trying to do (Job-To-Be-Done)
Your product/service must help a customer with a “Job” he is trying to accomplish
The JOB is not to use your product – it is something else,
Something that they will do regardless of YOUR product
They may “Hire” your product to help them get this JOB done Better/Cheaper.
Customers don’t get up in the morning with a desire to buy/use your product,
|Customers don’t want||They actually want ( the job)|
|to buy a copy of The Guardian, The Wall Street Journal or The New York Times||to know what is happening in the area that interest them|
|to buy Nike’s sport shoes ( or Adidas )||to hike in nature, or maybe lose weight or maybe win the local marathon|
|To buy colgate toothpaste||To prevent caries & have a fresh breath|
Your product/service is only a possible solution to help them get a job done.
They will “hire” the best solution to help them do it better/faster/easier.
|This company||Is helping people do the job|
|Waze||Driving from one place to another|
|Tinder||Finding a romantic partner|
|Lululemon||Live longer, healthier, fun lives|
|Fedex||Getting a package from here to there|
|Airbnb||Experience a place like a local|
What is the main job your product/service is helping people get done?
#2: What is the exact Context
Your product/service must be optimized for a specific context
Many customers have the same “Job”
But they should be segmented and grouped by the specific context of the job.
Because each context dictate a different set of capabilities/features/ux in your product
And you can’t create a product that will answer ALL of them better than other products.
You can only do this for a limited set.
If for example, we take the job of “Driving from one place to another”
consider the following contexts:
- The daily commute – to your work and back
- Driving in a beautiful foreign country during a vacation with the family
- Driving to the hospital when your wife is about to give birth screaming with pain
In each of those contexts ( set of situational circumstances) :
- Certain needs becomes more important, other needs become less important
- Certain concerns become more prominent
- Certain resources become less available
- Certain capabilities becomes less effective
This is why context is the main segmentation/grouping parameter !!!
It explains WHY someone will hire a certain solution
(The problem with demographic for example, that in the best case it might correlate – but it doesn’t explain why !)
Some common attributes of context :
- When ( Season, Month, Weekday, daytime, occasion,..)
- How ( Device in use, …)
- Where ( an airport, at home, at work, driving a car, foreign country, taking a bus,..)
- With who ( alone, colleagues, children, wife, date,..)
- Limited resources ( Time, money,…)
What is the unique context of people who use your product/service?Segmentation of customers should be around the context of the “job” they are trying to accomplish Click To Tweet
#3: What are their Game Changing Success Parameters
When your customer is trying to do a specific job within a specific context
What are the parameters that:
Matters to him the most AND are Un-satisfied by any other solution ?
Those are the Game Changing Success Parameters (GCSP)
The structure of GCSP should always be the same:
Let’s see what are the GCSP for several contexts for the job of “Recover from a surgery”:
|Job executors||Game changing success parameters|
|independent business owners||Minimize the time to recover from the surgery|
|people with weak immune system||Minimize the likelihood to get infections|
|people with low confidence||Minimize the anxiety I feel + Minimize the fear I feel during the recovery|
|people with a very busy family members||Minimize the loneliness I feel during the recovery|
There are 3 types of GCSP’s:
- Functional – The actual progress in getting the job done
- Emotional – how people feel about themselves when they are using a solution to get the job done.
- Social – how other people are perceiving the customer while he is trying to get the “job” done
In case you wish to learn more about the amazing impact of GCSP – Here is an In-depth Case study of designing a product using this framework.
Do you know what are the GCSP’s for people who use your product ?
Once you will have the answer to the above 3 questions ( JTBD, Context, GCSP)
you are in a far better place than most of your competitors
Now you are able to:
- Align your entire company around what matters the most for your customers.
- Map the opportunity landscape and Generate/Optimize your product Strategy.
- Manipulate the usual parameters + GCSP and find blue oceans for your products.
- Compose value proposition that will attract the right customers and dramatically increase your conversion rates.
- Navigate your company towards real differentiation from the competition.
In the next few weeks I am going to write detailed guides on all those subjects ( opportunity landscape, finding blue oceans, optimizing value propositions and more)
so be sure to subscribe so you will NOT miss any of them
I’ll be happy to hear any feedback/questions you have
feel free to comment below
or send me an email to: Alon@ProEnlighten.com
and feel free to share 🙂