🥤 Almost ten years old and I come back to this one every time somebody tells me their product is simply "better".
Christensen on the HBR podcast: the people buying milkshakes at McDonald's in the morning were not really buying a milkshake. They hired it to make a long boring drive to work bearable. The competition was bananas and donuts, not other milkshakes.
What job does your customer hire you for? Most of us never ask.
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