Recently I’ve been working on discovering unmet user needs for my company using the Job-To-Be-Done framework, and I saw some arguments between people who use personas and people who use jobs-to-be-done (JTBD). A common critique of using personas from the JTBD people is that personas tend to focus on the attributes of the users (like… Continue reading Personas, jobs to be done, user needs = goals + pain points
Tag: JTBD
‘Hire’ this article if you’re struggling to understand your customer needs
There are zillions of words written about how customer centricity leads companies to success. However, the “customer-centric” term is sometimes misused as a catchall for customer feedback or customer satisfaction results, but making people happy is not enough. To have sustained success, companies must genuinely understand what the customer wants and needs, and implement the… Continue reading ‘Hire’ this article if you’re struggling to understand your customer needs