When we think about developing and improving products, we think about the job to be done, and survival in today’s market often requires more than one.
Think about coffee; for many casual and hardcore drinkers there is some combination of functional, personal, and social needs satisfied by coffee. It may be the caffeine jolt combined with a low-calorie way to enjoy beverages with friends or maybe it’s stress-relieving warmth or foodie pride. There are permutations of coffee, coffee shops and home brewing options to keep most of us happy and shops that have consistently met customer needs seem to be taking over the world.
Meanwhile, a recent decision by Switzerland to declare coffee non-essential to life has been greeted by humor and (gentle) scorn. Coffee lacks nutritional value but is it “non-essential” to its consumers? Think about the products your company offers; are the functional jobs most important or are people spending money to fill social and personal needs? Use this insight to suggest opportunities to experiment with new and complimentary jobs to be done.
What does your company or brand need to offer in order to survive? What might your company or brand offer to thrive?