When Coffee and Kale Compete - Become Great at Making Products People Will Buy

Key Insights from "When Coffee and Kale Compete"

1. Understanding Jobs to be Done (JTBD): This concept emphasizes that customers do not simply buy products or services, but they hire them to achieve particular outcomes or "jobs".
2. Forces of Progress: Klement highlights the four forces that drive customers' decisions: the push of the situation, the pull of the new idea, the habit of the present, and the anxiety of the new solution.
3. Unmet Needs are not Market Opportunities: This challenges the conventional marketing wisdom. Klement suggests that what matters more is whether customers can be persuaded to fire their existing...

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