But in Goulait’s view, the “needs” being identified were too often limited exclusively to “functional” needs without taking into account the broader social and emotional dimensions of a customer’s struggle. “And the idea that in many cases emotional and social could be on the same plane as functional needs—and maybe even be a driver . . . ,” Goulait says. “For me that was the ‘aha!’ Let’s not separate those three things. They’re integrated. They are, in fact, the key to making a really successful product introduction.” Jobs to Be Done provided not just the language, but the construct—the idea
...more
