I’m in the midst of a garage transformation, installing PVC slatwall panels around the entire interior. While on the surface, it might seem like a standard improvement project, it’s a perfect illustration of two key concepts in product development and marketing: the Job to be Done and the Coveted Condition™.
Let’s break it down:
The Job to be Done: For these slatwall panels, it’s straightforward — to provide a place for everything and keep tools and supplies off my garage floor. It’s the immediate, practical function of the product.
The Coveted Condition™: This is where it gets interesting. My longer-term goal is to be more efficient and more at peace, with reduced clutter and more open space. A more zen future me. It’s something beyond organization, where I transform my daily experience and state of mind by optimizing a space where I spend a lot of time.
Understanding these two levels of customer motivation is crucial for any product:
- Immediate Functionality (Job to be Done):
- What specific task does your product accomplish?
- What immediate problem does it solve?
- Aspirational Outcome (Coveted Condition):
- How does your product improve the owner’s life in the long run?
- What emotional or lifestyle change does it facilitate?
- What would the owner miss most if the product were to disappear after one year?
By addressing both, you create a product that not only meets immediate needs but also aligns with deeper customer aspirations.
In “I Need That,” we dive deep into these concepts, exploring how they can drive product development and marketing strategies. Here’s how you can apply this thinking to your own products:
- Identify the practical job your product does.
- Dig deeper to uncover the aspirational outcome users are seeking.
- Align your marketing messages to address both levels.
- Design product features that support both immediate and long-term goals.
- Use customer feedback to refine your understanding of both the Job To Be Done and the Coveted Condition.
Your challenge: Take a fresh look at your product. Can you clearly articulate both its Job to be Done and the Coveted Condition it supports? How might this dual focus change your approach to product development or marketing?
Remember, customers buy products. They buy INTO better versions of themselves. By understanding and addressing both immediate needs and long-term aspirations, you create products that deeply resonate.
Have you ever purchased a product that fulfilled both an immediate need and a longer-term aspiration? I’d love to hear your story!