What happens when we really understand our customers’ desired outcomes or the jobs they are trying to do? Something pretty incredible.

A few weeks ago I wrote about “Faster Horses... and Customer Outcomes” and the importance of asking the right questions to understand desired outcomes in order to develop products your customers will want to buy and use.

In that post, I wrote: “Step back and ask customers about their pain points with the current product, what it’s not doing for them, what they’re trying to achieve that they can’t. Or bypass thinking about the current product; focus on a situation for which you’ll develop a new or better solution. Focus on what customers are trying to do, and uncover unmet needs to aid in your new product design efforts.”

When we understand pain points, desired outcomes, and what customers are trying to do, we can truly innovate and create some incredible products. Case in point, here's an example of what happens when we understand these things:

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