Friday, August 23, 2013

Help Users Get Their Job Done

Get the job done

          Why does a product succeed? The simple answer is that the designer think of what the users want, not what they want. For example, most furniture store would divide the market demographically, and try to find products that fit each segment. But no one buys a certain product because he is a male whose age between 30-40. They buy products because they need to get the job done, and the products help them get the job done. 
          In the previous post, I blogged about the job of milkshake isn't to be delicious, but to help users get through boring traffic or to help a dad seem like a good dad. The followings are few more examples:

A Story of V8 Vegetable Drink

          V8 is a drink consisting of healthy nutrition from vegetable. It first competed head on with other refreshing drinks such as Gaterrade and other soft drinks. It failed miserable.
Then, the executives realized that the job of V8 is not to refresh people, but is to make people healthy without having to cook healthy food/drink they don’t even like. 
          Without changing their product, V8 re-commercialized itself. It focused their ads on being healthy. Their revenue soared since then.       

A Story of Kids and Schools

          What about kids? What job are trying to get done at school? Learning and being great in class? That’s the job the school wants kids to do, not the jobs that kids want to do. The kids just want to feel successful and have friends. They don’t need to go to school to feel successful and have friends. They can just join gangs and cause trouble. The school needs to make the kids feel successful to lure them away from doing bad things. Unfortunately, most schools do not do that. In fact, most schools make most kids feel like a failure. 

Source: How Will You Measure Your Life? by Clayton M. Christensen, James Allworth, and Karen Dillon

Book or Audiobooks?

Personally, I prefer audiobooks. It's fun, and I can listen when I'm doing something else. It also makes other activities (e.g., jogging) a lot more fun. For more detail about audiobooks, please read [this post].

There is one more reason that may encourage you to go for the audiobook version. You can get it now for FREE. Audible offers you a free trial for 14 days. Even if you get the book and cancel the subscription right away (so that you don't have to pay), you can keep the book. And, don't worry if you lost the audiobook file. Just log into You can keep downloading the over and over again.

   About the summary: It takes time to finish up a book. And, when you do, sometimes, you want to review what you learn from the book. If you do not make  notes as you read, you might have to go through the book once again. This can be time-consuming when you are dealing with a book. But you can still flip through the book and locate what you are looking for.

However, when the material is an audiobook, it is extremely hard to locate a specific part of content. Most likely you will have to listen to the entire audiobook once again.

This book summary will help solve the pain of having to go through the book all over again.

I am leaving out the details of the books. Most books have interesting examples and case studies, not included here. Reading the original book would be much more entertaining and enlightening. If you like the summary, you may want to get the original from the source below.

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