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“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

I was looking for this story for a while. Finally I found it, so would like to share it with you. It’s about understanding what people want to get done with products—the job-to-be-done. Often we get lost in the features and functions of the product that we forget about the job that the product is designed to get done. The same principle can be used for designing websites and intranets.

“With few exceptions, every job people need or want to do has a social, a functional, and an emotional dimension. If marketers understand each of these dimensions, then they can design a product that’s precisely targeted to the job. In other words, the job, not the customer, is the fundamental unit of analysis for a marketer who hopes to develop products that customers will buy.”

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