Mark Osborne argues that product teams should focus on the problem space, not the solution space. Instead of asking customers about features, ask what job they're trying to do and how they measure success. The underlying job stays stable over time, making these insights more valuable for innovation than chasing feature requests.
How they measure success in terms of faster, more predictable, better output throughput, more convenient, more reliable, safe, right? All those terms. But how do they measure them, right, as they go about and get the job done? And what would you do? What we, what we're doing is we're really introducing people to a new set of customer inputs. We're not coming to customers and trying to create a better drill, right? We're not asking them What do you think of this drill? What feature would you add to this drill? How would you— we're not in solution space, right? We moved it all into problem space. What are you trying to accomplish, right? Independent of the solution that you're using. How do you measure success independent of the solution you're using, right? And the beauty of this is the job that people are trying to get done is stable over time.
How Can You Maximize Your Business Value Before Selling? with Randy Katz Video
