A prevalent myth in innovation is that “customers want your product or service.”
Answering “What do customers want?” doesn’t depend on the product, service, or solution.
People are inherently loyal to their objectives, not the tools they use to achieve them.
Understanding customers isn’t just about “What do they want?” but rather “What change do they desire?” and “Why?”
It’s Essence & Significance
People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.Theodore Levitt, Harvard Business School
JTBD revolves around the principle of aiming for a goal and understanding the difference between the journey and the destination.
We seek products not for their intrinsic value but their ability to help us reach our objectives.
For instance, the transition from typewriters to word processors wasn’t about the tool but about achieving our writing and persuasion goals more efficiently.
Shifting the Paradigm
The JTBD Essentials
We are transitioning from occasional, extensive projects in innovation and customer experience to agile, continuous sprints. Why? Because agility equates to momentum. To outpace our competitors, we must be the pioneers in recognizing and responding to emerging needs.
Continuous Discovery: Our Secret Weapon
Innovation isn’t a switch to flip on and off. Continuous exploration ensures we are always ahead, broadening our horizons and testing our strategic assumptions against reality.
Unlocking Customer Needs
The Four Crucial Discovery Questions
Using the WOOP framework, we delve deep to uncover insights that genuinely influence discovery.
Why This Approach?: Generic questions won’t suffice. We aim to extract insights that craft compelling messages and experiences. This evidence-driven process is our guiding light.
How We Do It: We pinpoint specific moments that resonate with customers. By asking the four pivotal discovery questions, we encapsulate their responses succinctly, ensuring every significant moment is covered. The WOOP framework doesn’t just show us customer desires; it unveils the reasons behind their unfulfilled needs.
The Model Behind Customer Behavior
Behavior is an intersection of motivation, ability, and a nudge, all converging at a precise moment.
Every customer-centric moment starts with understanding their motivation – their drive to meet a need, influenced by perceived value, urgency, and spontaneity.
Next, we assess their ability or the resources (time, money, effort) they are willing to invest in meeting that need and how seamlessly new solutions integrate into their existing routines.
Finally, a prompt, be it a captivating marketing message or intervention, spurs them into action.
We gather pertinent data on motivation and ability using strategic surveys, providing a reality check for each need. Consequently, we design products and marketing strategies that amplify motivation and simplify the processes, focusing on the most crucial needs.