When Coffee & Kale Compete: Become Great at Making Products People Will Buy

“We can’t build the products of tomorrow when we limit ourselves to the needs and expectations associated with the products of today. Instead, we should focus on what never changes for customers: their desire for progress.”

“The desire every customer has to improve themselves and their life-situations. How customers imagine their lives being better when they have the right solution.”

“A Job to be Done describes the “better me.” It answers the question, “How are you better since you started using [product]?” and “Now that you have this product, what can you do now that you couldn’t do before?”

“All models are wrong, but some are useful.”

“join in. Exchange ideas and challenges. Meet other entrepreneurs and innovators at other Meetups. Talk with them about Customer Jobs. If you can drum up interest, ask if they’d be interested in getting together for a Meetup specifically about Customer Jobs. Contacting Me I try to help anyone I can, however I can. As time permits, I enjoy doing calls and sharing e-mails with entrepreneurs and innovators. I encourage you to contact me via my website with your questions or comments or if you want help. If I can’t help you, I’m sure I know someone who can. I also enjoy learning how others apply Customer Jobs. If you have a story or insight to share, feel free to contact me. The best ways to contact me are through my website, alanklement.com; Twitter, @alanklement; or the jtbd.info site.”