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Unlock the strategies for creating irresistible products.
But how do you know what your customers really need and want? How do you move beyond guesswork to consistently develop products and services that deliver?
The Problem with Problem-Solving: What is a Customer Need, Anyway?
In my previous post, “Ideas Don’t Matter. Problems Do.”, I introduced the simple equation for commercially successful innovation:
Innovation = Viable and feasible solutions for unmet customer needs.
If it’s that simple, and so many great ideas are floating around, why do 95% of new products fail when launched into the marketplace?
The reason? Most companies claim to be user-centric, but they often lack a clear, aligned definition of what a “customer need” really is. The term “need” can be vague — encompassing everything from desires and pain points to expectations and gains.
Without clarity, it’s impossible to build solutions that truly meet customer expectations. If your target is a moving one, your chances of hitting it are extremely low. So, how do we improve decision-making and understand what customers really want to achieve with our products or services?
Introducing Jobs-to-be-Done Theory
Through extensive projects, one concept stands out: Jobs-to-be-Done. The core idea is simple but transformative:
People don’t just buy products or services — they “hire” them to make progress in specific circumstances.
This shift in perspective is critical. It moves us beyond the mindset of “product attributes” and lets us see the value of our offering through the eyes of the customer. The question changes from “How do I improve my product?” to “How does my product help the customer make meaningful progress?”
In the words of Kathy Sierra:
“Upgrade your user, not your product. Don’t build better cameras — build better photographers.”
This change of perspective places the customer as the hero, not the product. To explore this more deeply, think about how your customer evaluates value. What progress are they trying to make with your product?
Where to Start?
By using specialized interview techniques, you can capture and organize customer insights to make innovation more predictable. This isn’t just about gathering feedback — it’s about creating a precise understanding of customer struggles so you can solve them effectively.
When capturing user needs, it’s critical to go beyond functional aspects of decision-making. Consider these four dimensions:
- Functional: The practical, objective requirements (e.g., performance, features).
- Personal: How the customer feels when using the product.
- Social: How the customer believes others will perceive them when using the product.
- Financial: The customer’s willingness to pay and how the solution compares to alternatives.
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Understanding the Forces Behind Customer Decisions
When customers decide whether or not to adopt a new solution, they are influenced by two sets of forces:
1. Forces Driving Change:
- Problems with the Current Solution: Highlight the pain points of their current product or service.
- Attraction to the New Solution: Show how your product solves these problems better, faster, or more effectively.
2. Forces Resisting Change:
- Anxiety and Uncertainty: Address the customer’s fears about making the switch and reassure them that change is easy and seamless.
- Habitual Ties to the Current Solution: Help them break their attachment to their current habits by showing the real value your solution offers.
As Clayton Christensen, Harvard Business School professor, explains, it’s crucial to balance both forces in order to nudge customers toward adopting your product.
Conclusion: Focus on Customer Progress
To truly excel at creating products and services people will love and buy, you need to move beyond “building better products” to helping customers make progress. Start by understanding their unmet needs through structured, detailed analysis, and leverage the Jobs-to-be-Done framework to guide your product development. This approach helps you eliminate guesswork and focus on building solutions that deliver real value to your customers.
Want to learn more about Jobs-to-be-Done?
- Competing Against Luck: The Story of Innovation and Customer Choice. Clayton Christensen’s book
- Video of Clayton Christensen lecture on JTBD
-
Great products start with real problems.
Free eBook of Intercom approach to JTBD -
Jobs to be Done: from Doubter to Believer.
Video with Sian Townsend, Director of Research of Intercom -
JTBD info.
The Medium channel edited by Alan Klement
Take Action
If this article sparked some thoughts and you’re:
- Concerned that your current business model is becoming vulnerable,
- Seeking to balance stability today with inventing the future of your business,
- Looking to adopt an agile approach to experimentation and adapt quickly to market changes,
- Ready to reorganize and future-proof your business,
I can help you navigate this journey. Let’s work together to shape the future of your business. Get in touch with me here.
Let’s talk
Curious to hear your challenges and ideas.
Book your free 30-minute call here
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About Me
Hi, my name is Fabian Roschig.
With a background that blends entrepreneurial experience and corporate innovation, I’ve had the opportunity to found and lead two startups, manage a corporate incubator, and support innovation initiatives across both SMEs and Fortune 500 companies.
I’m not a traditional consultant — I’m an entrepreneur and operator, 100% focused on execution. I bring a startup mindset to every project, ensuring that we’re not just talking about ideas but actually making them happen, often stepping in as interim project leader to guide teams directly.
My goal is to build lasting capabilities within your team, not dependencies. While I’m committed to being a long-term partner, I also aim to empower your teams to innovate independently.
I’m now focused on combining my business experience with advanced AI strategies to help businesses innovate more efficiently and stay ahead of the curve. Together, we’ll turn your ideas into practical, market-ready solutions that drive real business impact.
I’m excited to learn about your challenges and explore how I can support you — whether through workshops, consulting, interim leadership, or serving as a sounding board for your growth initiatives. I’d love to connect and get to know you better!
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Originally published at http://fabianroschig.com
How to Create Products People Will Love and Buy was originally published in Fabian Roschig — Innovation Advisory on Medium, where people are continuing the conversation by highlighting and responding to this story.