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Understanding the job

Products vs. Jobs done. Hmm.

I would say it, without any necessary background or substance, that the probability of any software company to be successful is somewhere near 0(zero) if the concept was developed in a company that has decided what the customer wants.

And what happens then is that you develop a product and then you find that people don’t buy it. So then you have to hire(I don’t know if you ever heard of people like this), they’re called marketers. And the reason you have to have a marketer is that you’re trying to convince the customer that they need to buy the product, that you decided they need.

If instead you would’ve understand the job the customer’s trying to do, you actually wouldn’t need much marketing because customers will pull it into their lives. And almost always, those companies had somebody that was on the other side who knew the job. And it’s understanding the job that’s critical, in short supply. It’s not the ability to make products.

After Clayton M. Christensen