𝐘𝐨𝐮 𝐇𝐚𝐯𝐞 𝐘𝐨𝐮𝐫 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐃𝐚𝐭𝐚. 𝐃𝐨 𝐘𝐨𝐮 𝐔𝐧𝐝𝐞𝐫𝐬𝐭𝐚𝐧𝐝 𝐘𝐨𝐮𝐫 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐉𝐨𝐛?

Your customers aren't really buying your product. They are hiring it to get a job done. Most companies are 𝐜𝐥𝐮𝐞𝐥𝐞𝐬𝐬 about what that job is.

Clayton Christensen built a career on this idea. People don't want a quarter-inch drill; they want a quarter-inch hole. They don't buy a milkshake; they hire it to make a dull commute bearable. The product is just the thing they reach for to 𝐠𝐞𝐭 𝐚 𝐣𝐨𝐛 𝐝𝐨𝐧𝐞.

Most companies hold 𝐩𝐢𝐥𝐞𝐬 𝐨𝐟 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐝𝐚𝐭𝐚. Very few are using that data to try and surface the customer's underlying job.

That is exactly 𝐰𝐡𝐞𝐫𝐞 𝐀𝐈 𝐞𝐚𝐫𝐧𝐬 𝐢𝐭𝐬 𝐩𝐥𝐚𝐜𝐞. It can now analyze what customers actually do, at scale: support tickets, sales calls, reviews, the improvised workarounds people invent. Patterns surface that no dashboard ever showed. The real job stops hiding.

One caveat. Insight that never changes the offer is just expensive research. The job you uncover has to reshape what you build, price, or deliver. Otherwise it stays a slide that gathers dust in a digital drawer.

Take a bank. It assumes it sells mortgages. Read the calls, and the real job appears: help me survive the most stressful financial decision of my life without feeling stupid. Solve that, and new offers open up: an AI home-buying copilot, planning tools, relocation services, renovation finance. You did not steal a rival's share. You grew the category.

Intuit named its own version publicly. In its filings, it states that the biggest problem its customers face is not doing taxes or bookkeeping. It is the lack of confidence to do them. So Intuit aimed AI at confidence: done-for-you tasks, instant answers, a human expert one tap away. TurboTax stopped being tax software and became part of a platform running from credit building to wealth building. Its stated mission: power prosperity. Same move, name the deeper job, then grow around it. (Source: Intuit SEC filings)

𝐇𝐞𝐫𝐞 𝐥𝐢𝐞𝐬 𝐭𝐡𝐞 𝐨𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐲. Every angry ticket and one-star review is a customer telling you, for free, which job you are not yet doing well. The complaints are a map, your treasure trove.

Go take 50 recent tickets or reviews. Ask AI to cluster them not by topic, but by what the customer was trying to accomplish. The job underneath could be your next product line.

Have you explored what job your customers are really hiring you for? AI would be happy to be the guide in your quest!

#JobsToBeDone #AIStrategy #Growth #CustomerExperience #ProductStrategy

Contact

bruno.gentil@sherpaconsultingasia.com

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