When we talk about customer centricity today, then everything, really everything revolves around the topic of customer needs. “Why?” is often the simple request in well-intentioned customer surveys. I can’t put it nicely, I’m afraid, so I must be frank: The question WHY doesn’t work!
Jobs to Be Done is a powerful concept that allows us to better understand what customers want, and to change our self-image accordingly. It lets us be a service provider who adopts the tasks to be carried out by customers and concentrates all our efforts on doing this job in the best possible way.
When developing new products and services, situations can arise in which the team feels insecure: In which direction should we develop? Shall we take route A or route B? How much potential lies in each different idea? What does the market really need? This uncertainty about the development path in one of our product teams has led to a design sprint.