Discover and read the best of Twitter Threads about #jobstobedone
Most recents (3)
1. I’m so grateful to @tristanharris @aza being vulnerable enough to suggest a new field to study human + tech. It just goes to show there’s tons of confusion around the role of research & insights in industry - which is the topic of my upcoming talk at @MindtheProduct.
2. @zeynep is right about the willful blindness of industry tech & @BostonJoan have pointed to entire field of STS - BUT i have sympathy for @tristanharris @aza cuz i see tons of confusion on several fronts between industry & academia that can possibly make even well meaning...
3. ... tech folks feel like a new area of study is needed. One of the big problems is how research is manifested in industry under confusing fields of UX, CX, design research -as @lifewinning noted there is def a trend with throwing an X in industry to make a field sound TOUGH
(1) So, the reality is that not everyone is looking for whiz-bang breakthrough innovations. After all, our economy is built on existing businesses, and sometimes that just want to figure out how to grow. The common desire is to expand geographically #jtbd
(2) For example, there was a time (2001) when Bosch was not in the North American "market" for circular saws. The "market" was fairly mature when viewing it through a traditional lens. They wondered if there were any hidden opportunities that the incumbents had missed #jtbd
(3) Bosch engaged @Strategyn to help them find these hidden segments, because they had a clear track record of doing it for others. This research could have told them there was nothing, which is also valuable. No one wants to spend time designing things w/ no value #jtbd
(1) If you ask each of your peers to define the term "customer need" you will get just as many completely different responses. If you ask them how to put one to paper, the same #jtbd
(2) If you ask customers what their needs are, you'll get even an array of responses, mainly related to your product, and expressed in many different ways...anxieties, delighters, requirements, features, wants, delighters, must haves, specifications...and so on. #jtbd 
(3) It should be clear that in order to truly predict what will be successful in a market, we need to understand that people have jobs to get done. And if we can determine how they measure the value of new offerings, we should be able to predict success. Right? #jtbd
