"you have to start with the customer experience and work backwards to the technology"

"As Steve Jobs said: you have to start with the customer experience and work backwards to the technology. Jobs understood that when you try to reverse-engineer the need statement from the product, it's too easy to lose touch with reality.
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Dedicating one or two sentences to the problem statement is often a false economy. For startups, the need is all that really matters. It's the foundation of your entire business. It's how you position your product. It's the 'why'. And it can trigger powerful human emotions like empathy and disgust on command.
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Every need is contextual. It's felt by a particular person at a particular time in pursuit of a particular end-goal. It has a functional side e.g. 'I need to make this picture looks beautiful' and an emotional side e.g. 'I need attention from my friend'. And needs find a way of getting themselves met... with your product or without it.
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Target audience: Who are your target customers? For B2B startups, who actually uses your product?
General problem: What's a problem that every target customer can agree with? e.g. not enough time or money
Key activity: What are customers doing while they use your product? e.g. booking flights or collecting receipts.
Primary goal: What's the end-goal of performing this activity? e.g. travel abroad or prepare a VAT return.
Niche: Which sub-group of potential customers is most like to be an early-adopter?
Primary functional problem: What's the hardest part about doing the activity today?
Negative outcomes and emotions: What happens if the activity goes wrong? For B2B startups, what is the negative business impact?
Substitutes: What's the next-best-option or workaround?
Most common complaints: Why do customers hate these substitutes?
Key trend: What will make this problem worse in the future?
Quantifiable impact: How can you measure the impact of solving the problem?
Positive outcomes and emotions: What good things happen as a result? For B2B startups, what is the positive business impact?
Number of potential customers: How many people can you target?"

Trechos retirados de "Why You Need to Follow the Steve Jobs Method and 'Work Backwards'"