I have just started reading the Innovator's Solution - and this was one of my big learnings from the first 3 chapters.
Taking the example of a cafe serving chocolate milkshake - the authors illustrate how focusing on the situation (When job does the chocolate milkshake product do for people and how can it do this job better?) rather than the customer (Who buys chocolate milkshake and what kind of milkshake do they like?) can make a big difference in how you target the product.
Analysing the product based on the latter case could result in a profile like this:
Target: Typical customer is middle aged working men
Competitors : Other coffee shops / other drinks
Observation: Middle aged men like chocolate milkshake with more milk
How to improve: Add more milk.
The first case could look like this:
Job 1: Alleviate boredom during morning commute, and provide something filling to last till lunch.
Competitors : Other stuff eaten during commute - bagels, bananas, sandwich.
Observation: The job requires a food that is not messy to eat, takes time (to last the commute), as filling as possible, easy to carry (people generally have work suitcases in the other hand), easy to consume (many people drive)
How to improve :
Chunkier (slow consumption), fruits or something (element of surprise to counter boredom).
Job 2: Give kids something to keep them quiet for the rest of the day
Competitors : chocolates etc.
Observation : The job needs something that is easy for parents to say yes to, is smooth (kids find it easier to drink), comes in smaller quantity
How to improve:
Smoother, package as add-on with kids meal, smaller containers.
Which approach do you think will yield better results?
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