The Jobs-To-Be-Done framework uses a quote about customer needs and the job at hand: "People don’t want to buy a drill. They want a hole in the wall."
No, they don't.
Positioning your product correctly is critical for conveying the value you offer your prospective customers, which in turn can make or break your ability to claim marketshare.
While a drill bit does put the hole in the wall for you, you don't put a hole in the wall and say "job's done!" Search for the additional motivation behind your customer's intent. Are they a DIYer hanging a picture or mounting a TV? Are they a construction worker doing a massive renovation? Are they a mechanic who is going be working on motorcycle engines?
Understanding your buyer and user personas will help you determine the right way to position and package your product and will inform you on what additional features you may want to build next.
Keeping with the drill example:
If you have a DIYer buying the drill bit, you might consider positioning your product as easy to use, foolproof, and reliable. You could also consider complimentary products to package together, such as a level or dust catcher to add additional value to your customer.
If you have a construction worker buying the drill bit, you might consider positioning your product as durable, long lasting, safe, and easy to store. Your next features could include making it really easy to read what size the drill bit - as construction workers have tons of other bits on the job site as well. This isn't something as valuable to the DIYer, but could be HUGE for a construction worker.
If you have a mechanic buying the drill bit, you might consider positioning your product as small and lightweight, won't strip screws, and easy to fit in tight spaces. Additional value can come in the way of lights for seeing in small, dark engine parts or improved magnetism to stick to screws.
It's important to identify your target customer and build your product and it's positioning to meet that target customer's needs. It's tempting to broaden your product appeal to be as generic as possible and appeal to a broader audience. Don't do it. Stay focused. If you go generic, you will end up with a watered down message, a collection of features that don't make sense to any one persona, and a lack of strategic direction.
Need help on how to best position your product in the market? Email me at michael@product-bridge.com and let's chat.

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