When Alzheimer’s patients try to escape their care center, a good designer might create a better fence, or better alert system. Great designers in Dusseldorf created a bus stop. When patients with memory loss tried to escape, most planned to do so via public transit. By placing a realistic bus stop at the edge of the facility, patients would attempt to wait for the next bus, allowing caregivers time to intervene.
Let’s take two minutes. Pick some one next to you, prefer someone you don’t already know. You have a minute to learn their name, profession, reasons for coming today, what’s bugging them, and something that motivates them professionally.
Next, pick someone else near you preferring someone you don’t already know. You again have a minute to learn their name, professional career, reasons for coming today, what’s bugging them, and something that motivates them professionally.
Harvard marketing professor Theo Levitt famously said, “People don’t want a 8mm drill bit. They want an 8mm hole.” This starts to illustrate functional dimension of a customer’s Job to Be Done.
Let’s take the story even farther to accommodate for a customer’s hopes, dreams, and aspirations. The person doesn’t actually want the hole.
They want the hole so they can hang a shelf on it. But they don’t just want a shelf. Actually what they want is a shelf to put a family picture on. The emotional dimension.
Why do they want to have a family picture? To feel part of something greater than themselves or that they belong. The social dimension. Their place in the world.