New products are inherently hard to launch because both the problem and solution are unknown.
Whether it is a business environment or end-consumer segment, — your customers do not wake up in the morning dreaming of having that awesome new gadget or a new super convenient service for cleaning their apartment.
How to get to the problem solution fit via the Jobs to be done is what you will read in this article.
For startup founders and entrepreneurs, for large companies, multinationals, and even freelancers problem-solution-fit means the search or development of new original or unexpected solutions on a case-by-case basis with the primary purpose of being able to put themselves in the shoes of their customers and develop a better understanding of customers’ views and needs.
When such a solution is found, and a company comes up with an approach that from various perspectives represents a game changer for customers we can say this is the case of a problem-solution-fit.
However, if companies skip the testing of the Problem-Solution Fit they came up with, they will risk landing in the situation where nobody wants their solution, which is rather sad given the amount of time and finance put in.
This simple diagram illustrates the way how Eric Ries, one of the founders of Lean Startup methodology, formulates the strategy for Problem-Solution-Fitness:
1. Do people actually have the problem that I assume they have?
2. How do they deal with their problem now?
3. Does my solution make a meaningful difference?
Get the Customer Insights Suite Light. This lean toolbox helps you create exciting customer relationships.
In their natural environment of the day-to-day life, consumers’ decisions and views are often predetermined by their character types, which to you, as a company and a marketer; seem rather obscure, because you can’t know what’s in their heads. Below you will find a clear picture illustrating the magic 4 Forces of Progress.
These forces for progress are the emotional forces that generate and shape the needs of consumers for a specific product. These forces can be used to better describe and understand the high demand from customers towards certain solutions with JTBD (Jobs to-be-done, tasks to be completed) or demand for some specific product.
There two groups of forces that work against each other while forming consumer demand. The first group is Push and Pull. These are any forces that stick together to generate demand. The other group is Habit and Anxiety. This is the combination that reduces demand. Your customer is in the middle, and your customer is experiencing this emotional mess.
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Customer Empathy Mapping is one extremely valuable method supporting the Problem-Solution-Fit. You can read more about how simple-to-use and awesome tool the Empathy Map is and how it works in our article “What customers want“.
Your way to Problem-Solution-Fit is the process that is greatly influenced by your interaction and dialogue with your (potential) customers.
You have already learned about some simple and effective tools that will help you on your journey. Now you will work on proving the product-market fit.
As a growth marketing expert and customer developer, I experience every day how important a customer-centric corporate culture is.
In combination with agile testing and optimization processes, you will bring your growth fully on course.
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