Category Archives: Requirements

What Is a Customer Need?

Much of the confusion concerning the proper role of customer needs in the innovation process stems from an unclear understanding of what a customer need is. Solutions, features and product requirements are not customer needs, and yet they have all … Continue reading

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5 Myths of Customer Needs

Customer needs can and should guide innovation. So where does the problem lie? The answer is both simple and profound: It is the failure to understand exactly what a customer need is. Five myths that have a particularly pernicious effect. … Continue reading

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Jobs-To-Be-Done Theory

All you should find out is what the customers’ ultimate output goal is: WHAT they want the product or service to do for them (Needs), not HOW it should do it (Solution). People do not want a software, they want … Continue reading

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Data vs Intelligence

Data provide information about the past, while intelligence provides information about the future. Intelligence often relies on these data, but having all the data in the world does not give you any intelligence advantage if they are not used correctly. … Continue reading

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