"Customers don’t want your product or what it does; they want help making their lives better (i.e. they want progress)." - Alan Klement, author of "When Coffee and Kale Compete (http://www.whencoffeeandkalecompete.com/)".
This is one of the principles of Jobs to be Done (JTBD), a theory of customer motivation and demand generation. It is a compelling way to understand what customers want and why they want it. Understanding how customers create and imagine a Job to be Done will help you become better at creating, marketing and selling products and services that people will buy.
The purpose of the Lisbon Jobs to be Done Meetup group is to help you:
• Learn what Jobs to be Done is and when it can be useful
• Hear from others who have applied the theory to their projects, products or businesses
• Get started with practising Jobs to be Done thinking so you can become better at creating, marketing and selling products and services that people will buy