Sunday, November 16, 2003

What Customers Really Want Is for You to Do Their Jobs: "When customers become aware of a job that they need to get done in their lives, they look around for a product or service that they can 'hire' to get the job done. This is how customers experience life. …

"The functional, emotional and social dimensions of the jobs that customers need to get done constitute the circumstances in which they buy. In other words, the jobs that customers are trying to get done or the outcomes that they are trying to achieve constitute a circumstance-based categorization of markets.

"Companies that target their products at the circumstances in which customers find themselves, rather than at the customers themselves, are those that can launch predictably successful products. Put another way, the critical unit of analysis is the circumstance and not the customer."

Put a Genesis 1 way, address the Day 1 to 3 environment before the Day 4 to 6 things that fill it!

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