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Learn about your audience
What do your audience really need? Not what you think they need, not even what they think they want. But what do they really need that you can help with?
Featured cases & evidence
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A salesperson misread a government agency, or didn’t listen at all
A hard sell of tech sank a consulting opportunity.
For Intuit, perceiving users’ real needs as a “Job To Be Done” helped the product succeed
The real job that their users needed done was not the one that the company had assumed.
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