ASKING YOUR CUSTOMERS WHAT THEY WANT DOESN’T WORK

Summary from the TLDR Marketing newsletter

This article explores the challenge of determining customer needs accurately. It highlights how relying solely on customer feedback or internal team discussions often leads to confirmation bias, resulting in misguided product development efforts. A better way is to use the ‘jobs to be done’ approach to understand unmet needs and develop innovative product solutions. Some successful examples include Khan Academy’s inception and the birth of services like OpenTable and CVS MinuteClinics.