"understanding a customer need begins with understanding the jobs they are trying to get done"

Excelente postal, "Here’s Why You Don’t Know What Your Customer Needs".

"Does everyone in your company agree upon what a customer need is? I’m not asking what do your customers need I’m asking do you know what a need is?"

Os clientes compram produtos, os produtos cumprem especificações. No entanto, o que os clientes procuram e valorizam não são os produtos. Os produtos são instrumentos, os produtos são recursos que os clientes processam, que os clientes integram na sua vida para atingir certos resultados, para viver certas experiências. Isso é o que os clientes realmente precisam.

"you are in business to serve your customers, and if you can’t identify what a need is, you have little hope of understanding your customers unmet needs.
...
Let’s first agree that customers buy products and services that help them get tasks and activities done, and their ability to do so helps them to achieve goals. We use the word job to describe these sorts of things. Therefore, understanding a customer need begins with understanding the jobs they are trying to get done; and not just the specific task your product may help them with. To gain a competitive advantage in a market you need to help them get more jobs done with a single solution (or platform)."

Um postal a merecer reflexão e que podia servir de matéria-prima para várias tertúlias.