When it comes to business, it’s important to consider not only what customers would gain by using your product or service, but also what they're giving up. In this episode of The REWORK Podcast, Jason Fried and David Heinemeier Hansson, co-founders of 37signals, chat about understanding your customer's needs and motivations. They highlight that your competition isn't always who you think it is, and they discuss ways to position your product to address the customer's actual challenges.

Key Takeaways:

• 00:40 - The habit of the present. What people are already doing?
• 02:19 - A customer's alternative isn't always your direct competitor
• 05:06 - 37signals competition now vs. when the company started
• 06:29 - Being open to something new often requires breaking a habit
• 12:13 - Considering what people are replacing when developing 37signals newest products
• 14:00 - How dogfooding your product helps you figure out what it needs
• 17:33 - Using free trials, 1:1 demos, and group classes to give potential customers experience with your product

Links and Resources:

Jason's post about what your product replaces on X

Basecamp classes with live Q&A

Books by 37signals

Sign up for a 30-day free trial at Basecamp.com

HEY World | HEY

The REWORK podcast

The Rework Podcast on YouTube

The 37signals Dev Blog

37signals on YouTube

@37signals on X