It’s hard to answer either of these questions if we don’t first take an inventory of the opportunity space.Ī single customer story might elicit dozens of opportunities. ![]() How do we decide which opportunities are more important than others? How do we know which should be addressed now and which can be pushed to tomorrow? ![]() This is why digital products are never complete. Even if you worked tirelessly addressing opportunity after opportunity for the rest of your career, you would never fully satisfy your customers’ desires. However, it’s easy to get overwhelmed knowing where to start. Each gap represents an opportunity to serve your customer. Our customers’ stories are rife with gaps between what they expect and how the world works. ![]() It gets done, undone, and redone.” – Barbara Tversky, Mind in MotionĪs you collect customers’ stories, you are going to hear about countless needs, pain points, and desires. “To maintain the state of doubt and to carry on systematic and protracted inquiry-these are the essentials of thinking.” John Dewey, How We Think
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