Most companies focus on meeting customer expectations or solving problems. But the real opportunity is understanding what customers actually aspire to become or achieve, and designing products around that deeper motivation instead.
Tell us more about customer aspirations. Well, when we break down what is a customer and why are we trying to adhere to their demands? It's usually looked at as what is the customer expectation? What is the customer problem we are trying to solve? And very rarely do we actually think about what is their aspiration? What is their aspiration for using our product?
You're Not Being Judged on Your Work Yet: What New Hires Are Really Evaluated On
