Measuring success, Les More balance, creating value through trade-offs

Process maps, particular occasions, particular customer segments. look beyond those painpoints that are obvious to also consider those that are emotional or about which customers are unaware.

Customers’ attitudes (social or personality-based traits), background (long-term context), and circumstances (immediate or near-term factors) all cause them to prioritize their jobs differently.

Jobs: what customers are trying to get done

Intro