Thread by @parulia

Writing today about GETTING SPECIFIC.

An atomic essay on Clayton Christensen, getting specific and GOOD ENOUGH products 💝

Clayton Christensen, the brilliant HBS innovation thinker & professor, was hired to analyze and improve fast food milkshakes 🥤

At the time, the company didn’t know why the milkshakes were popular with consumers 😍❣️

After standing in line for days, watching consumers purchase these milkshakes, CC and his team realized that more than half of milkshake consumers were buying them early in the morning for their car commute 🚙

They brought the milkshake mystery down to a single question: what was the “Job to be Done” by the milkshake for the customer, and how could they improve on that? 🥤😍

The decisions that they made to optimize the product for this particular use case were VERY SPECIFIC (& not what they would have done for calorie-guzzling, post-workout consumers) 🏋️‍♀️

As a side note, this is why we love analyzing customer use cases at @fcollective 😍

The milkshake consumers didn’t need the milkshake to be protein-packed or come in 100 different flavors.

They wanted something to break up the monotony of a long commute and easy grab-and-go payment options 💳

When a startup is very specific about the Job to be Done, and Delight Factors for their customers, they can build GOOD ENOUGH in other feature areas.

If they don’t know, their product process will be diffuse instead of directed 💎

Learning WHY so you can focus on WHAT gives you more leverage than trying to ship EVERYTHING.

Welcome to the school of Good Enough 💝