Harvard Professor Clay Christensen
This quote speaks to the 'jobs-to-be-done' theory Clay wrote about in his book 'The Innovator's Solution'.
The theory is based on the notion that people buy products and services to get a 'job' done. The theory goes on to say that by understanding in detail what that 'job' is, companies are far more likely to create and market solutions that will win in the marketplace.
However, many of us get stuck thinking and talking to our customers about what we have to sell, not the 'jobs' that they need doing, i.e. the outcomes they want.
In so doing we not only come across to our #customers as being self interested we will be missing major opportunities to innovate and make our solutions better meet the customer's true needs.
Remember "people love to buy but hate being sold to".
Two key questions for you...
1) What "quater-inch hole" are you drilling for your customers?
2) Is there a faster, better or cheaper way you could do that job?