The one-liner

I love one-liners.

They stay in memory for longer than longest explanations. Simplicity, brevity, and the ability to encapsulate complex ideas into digestible snippets are some of the elements that make one-liners a star.

Here is one such one-liner that I came across in the context of the productising process.

✅ Focus on what matters

Focus on discovering the problems and needs that are not currently addressed by existing products. This involves understanding our potential customers deeply and uncovering what truly matters to them. In short, identify unmet needs.

The concept of "Identify Unmet Needs" revolves around pinpointing gaps in the market where customer demands are not being fully met by existing products or services. This approach is not only about finding a niche but also about understanding deep-seated frustrations, inefficiencies, and desires of potential customers that are currently overlooked or inadequately addressed.

Identifying unmet needs is crucial because it forms the foundation of innovative product development. Products created to fulfil these needs are more likely to succeed because they solve real problems that affect real people.

Frameworks

Jobs to be Done (JTBD): This framework helps in understanding the core tasks that customers are trying to accomplish. It goes beyond superficial market segmentation and looks at the underlying motives of why customers "hire" a product or service.

Voice of the Customer (VOC): A process used to capture customers' expectations, preferences, and aversions. This can involve direct interviews, surveys, or observing customers in their natural environment.

SWOT Analysis: Identifying Strengths, Weaknesses, Opportunities, and Threats can also help in spotting unmet needs by analysing external opportunities and matching them against internal capabilities.

Here's how they have done it.

Dyson Vacuum Cleaners: Before Dyson, most vacuum cleaners used bags that frequently clogged. James Dyson identified this frustration and developed the first bagless vacuum cleaner. His product solved a common problem by innovating around a central customer pain point.

Uber: The initial success of Uber was largely due to its identification of several unmet needs in the transportation industry, such as the difficulty of booking a taxi and payment convenience. Uber’s app directly addressed these issues, offering a seamless, cashless, and reliable service.

Airbnb: Airbnb recognised the unmet need for more home-like accommodations when traveling, as well as an opportunity for homeowners to earn extra income. This realization led to the creation of a platform that revolutionized the lodging industry.

Some unwritten rules to follow.

Listen Actively: Spend more time listening to potential and current customers through various channels to understand their daily challenges and desires.

Observe the Gap: Look for what people are trying to achieve and where they get stuck—the gap between their current state and their desired state.

Look for Extremes: Pay attention to extreme users, those who are either very satisfied or very dissatisfied with current solutions, as they often illuminate key insights.

It all boils down to implementation. Proof is in the pudding.

Identifying unmet needs involves a deep dive into customer research, market analysis, and trend observation. It requires one to step back from assumptions and view the problem space with fresh eyes. Engage with users, prototype rapidly, and validate assumptions continuously. Each iteration brings clarity, helping refine the product to better meet the unmet needs identified.

Do you want to create distinctive products that are inherently designed to fill significant gaps?

Then, focus on what matters!