Love the Problem, Not Your Solution

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Life’s too short to build something nobody wants. Learn how to build products your customers cannot refuse by starting with problems worth solving, not solutions.

Business

Hashtag: #leanstack
LOVE THE PROBLEM
LEANSTACK
ASH MAURYA
@ashmaurya
ash@leanstack.com

Problem Solution
Unfair
Advantage
Key Metrics
Lean Canvas

Problem Solution
Unfair
Advantage
Key Metrics
Not better, but different

Problem Solution
Unfair
Advantage
Key Metrics
Problem focused

Problem Solution
Unfair
Advantage
Key Metrics
Problems create space for innovation

Problem Solution
Unfair
Advantage
Key Metrics
Innovator friendly

Who is the
customer?
How will you
qualify/identify
early adopters?

Who is the
customer?
How will you
qualify/identify
early adopters?
What are their
top 3 problems?

Who is the
customer?
How will you
qualify/identify
early adopters?
How do they
solve the problem
today?
What are their
top 3 problems?

01 The Innovator bias is hard to shut off.

03 You can’t simply ask customers about their
problems.

“It is not the customer’s job to know what
they want.”
- Steve Jobs

Jobs-to-be-done Framework
What is your customer hiring your product to do?

Customers don’t care about your solution,
but making progress in their lives.

Desired
Outcome
Triggering
Event
Goal or outcome

Before your customers can hire your
product, they need to fire something else.

Desired
Outcome
PUSH
Triggering
Event
Existing alternatives

Jobs are timeless and transcend categories

Existing alternatives that fail to get the job
done are prime for disruption.

Desired
Outcome
PUSH
Triggering
Event
Obstacles or problems

Desired
Outcome
PUSH
Triggering
Event
Problems create space for innovation

Desired
Outcome
PUSH
Triggering
Event
Offer

Desired
Outcome
PUSH
Triggering
Event
PULL
Compelling Offer

Desired
Outcome
PUSH
Triggering
Event
PULL
Compelling Offer
UVP

Desired
Outcome
PUSH
Triggering
Event
PULL
Compelling Offer
UVP
Demo

Desired
Outcome
PUSH
Triggering
Event
PULL
Compelling Offer
UVP
Pricing
Demo

“It’s so much more intimate than a laptop and
so much more capable than a smartphone.”
- Steve Jobs

Desired
Outcome
PUSH
Triggering
Event
PULL
INERTIA

Desired
Outcome
PUSH
Triggering
Event
PULL
INERTIA
Present habits

Desired
Outcome
PUSH
Triggering
Event
PULL
FRICTION
INERTIA

Desired
Outcome
PUSH
Triggering
Event
PULL
FRICTION
INERTIA
Switching anxiety

Desired
Outcome
PUSH
Triggering
Event
PULL
FRICTION
INERTIA
MVP

Once you understand the job, the dimensions
of the “better” become obvious.

PULL
PUSH
CONTEXT
HABIT
ATTRACTION
SUCCESS CRITERIA
Desire
Outcome
PAIN/DESIRE
FRICTION
INERTIA
ANXIETY
Title: Created By: Date:
Triggering
Event
List the habits of the present
that hold your customer back
List the anxiety or your risk
that scare your customers
List the success attributes
that pull your customers
List the triggers that push your
customers
CUSTOMER FORCES
© Created by LeanStack

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Love the Problem, Not Your Solution

1. Hashtag: #leanstack LOVE THE PROBLEM LEANSTACK ASH MAURYA @ashmaurya ash@leanstack.com

2. Business Model Canvas

3. Problem Solution Unfair Advantage Key Metrics Lean Canvas

4. Problem Solution Unfair Advantage Key Metrics Not better, but different

5. Problem Solution Unfair Advantage Key Metrics Problem focused

6. Problem Solution Unfair Advantage Key Metrics Problems create space for innovation

7. Problem Solution Unfair Advantage Key Metrics Innovator friendly

10. Who is the customer?

11. Who is the customer? How will you qualify/identify early adopters?

12. Who is the customer? How will you qualify/identify early adopters? What are their top 3 problems?

13. Who is the customer? How will you qualify/identify early adopters? How do they solve the problem today? What are their top 3 problems?

14. The problem with problems.

15. 01 The Innovator bias is hard to shut off.

16.

17. 02 Customers too are solution biased.

18. 03 You can’t simply ask customers about their problems.

19. They don’t know.

20. They are solution oriented too.

21. “It is not the customer’s job to know what they want.” - Steve Jobs

22. Jobs-to-be-done Framework What is your customer hiring your product to do?

23.

24. Customers don’t care about your solution, but making progress in their lives.

25.

26. Triggering Event

27. Triggering Event Early adopter criteria

28.

29. Desired Outcome Triggering Event

30. Desired Outcome Triggering Event Goal or outcome

31.

32. Desired Outcome PUSH Triggering Event

33. Before your customers can hire your product, they need to fire something else.

34.

35.

36.

37. Desired Outcome PUSH Triggering Event

38. Desired Outcome PUSH Triggering Event Existing alternatives

39. Jobs are timeless and transcend categories

40.

41. Existing alternatives that fail to get the job done are prime for disruption.

42. Desired Outcome PUSH Triggering Event

43. Desired Outcome PUSH Triggering Event Obstacles or problems

44. Desired Outcome PUSH Triggering Event Problems create space for innovation

45.

46. Desired Outcome PUSH Triggering Event Offer

47. Desired Outcome PUSH Triggering Event PULL Compelling Offer

48. Desired Outcome PUSH Triggering Event PULL Compelling Offer UVP

49. Desired Outcome PUSH Triggering Event PULL Compelling Offer UVP Demo

50. Desired Outcome PUSH Triggering Event PULL Compelling Offer UVP Pricing Demo

51.

52.

53. “It’s so much more intimate than a laptop and so much more capable than a smartphone.” - Steve Jobs

54. Desired Outcome PUSH Triggering Event PULL INERTIA

55. Desired Outcome PUSH Triggering Event PULL INERTIA Present habits

56. Desired Outcome PUSH Triggering Event PULL FRICTION INERTIA

57. Desired Outcome PUSH Triggering Event PULL FRICTION INERTIA Switching anxiety

58. Desired Outcome PUSH Triggering Event PULL FRICTION INERTIA MVP

59.

60.

61. Once you understand the job, the dimensions of the “better” become obvious.

62. PULL PUSH CONTEXT HABIT ATTRACTION SUCCESS CRITERIA Desire Outcome PAIN/DESIRE FRICTION INERTIA ANXIETY Title: Created By: Date: Triggering Event List the habits of the present that hold your customer back List the anxiety or your risk that scare your customers List the success attributes that pull your customers List the triggers that push your customers CUSTOMER FORCES © Created by LeanStack

Love the Problem, Not Your Solution

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