When Coffee and Kale Compete: Become great at making products people will buy

Push. People won’t change when they are happy with the way things are. Why would they? People change only when circumstances push them to be unhappy with the way things are. These pushes can be external or internal.

transform themselves and lift their capabilities for living the lives they imagine

Step-change business growth demands that new product concepts reflect the improvement imperative that keeps customers looking to the market for ideas, devices, and knowledge that break from the past.

why people, whose needs are already well met, still hunt the market for new ideas

After all, innovation is relevant only if it creates or leads customers to substantial new meaning in how they lead their lives.

Therefore, JTBD Theory provides a way of understanding the foundational question of innovation success: what causes a customer to purchase and use a particular product or service.

A Job is the progress that an individual is trying to make in a particular circumstance

New Jobs arise as customers make progress.

a mediocre product that customers know about, can buy, and can use will beat out a perfect product that customers don’t know about, can’t buy, or can’t use.

He began interviewing his customers to learn more about their struggle: “I started asking my customers questions in a very deliberate way. I talked to people about why they joined.” Justin asked customers questions such as the following:
How did you first hear about PPC?
When did you first think about getting involved with PPC?
Did you do any research before joining?
What was going on in your life when you signed up?