We all want to be more customer focused and closer to the customer. All that sounds great, but it assumes that we have some idea of who the customer is and what they want.
So maybe we should list our customers by customer segment. Let’s see – I am James and I am a customer of your product. I live in Sydney and I am Australian. But unlike most Australians I am a bit short and not very good at sport.
Now you know me really well you can flog your product to me. You can even build a persona around me (see this link). If you are more sophisticated you might even start doing empathy maps and value proposition canvases.
But the point is not to build a detailed picture of me. Knowing I am tall or short is nice and knowing I am Australian might tell you about what I want in a product … but just as likely it won’t tell you how to make a product relevant to me.
Rather – we want to know what things I want to do (ie my “jobs to be done”). So let’s see what that means.