{"id":2877,"date":"2018-06-02T08:18:24","date_gmt":"2018-06-02T02:48:24","guid":{"rendered":"http:\/\/atuljha.com\/blog\/?p=2877"},"modified":"2018-05-31T21:19:11","modified_gmt":"2018-05-31T15:49:11","slug":"book-notes-when-coffee-and-kale-compete","status":"publish","type":"post","link":"https:\/\/atuljha.com\/blog\/2018\/06\/02\/book-notes-when-coffee-and-kale-compete\/","title":{"rendered":"Book Notes: When Coffee and Kale Compete"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Last week my friend <\/span><a href=\"https:\/\/www.linkedin.com\/in\/rajagopaln\/\"><span style=\"font-weight: 400;\">Rajagopal<\/span><\/a><span style=\"font-weight: 400;\"> advised me to read \u201c<\/span><a href=\"https:\/\/www.goodreads.com\/book\/show\/39829362-when-coffee-and-kale-compete\"><span style=\"font-weight: 400;\">When Coffee and Kale Compete: Become Great at Making Products People Will Buy<\/span><\/a><span style=\"font-weight: 400;\">\u201d <\/span><\/p>\n<p><a href=\"http:\/\/www.whencoffeeandkalecompete.com\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2878 size-full\" src=\"http:\/\/atuljha.com\/blog\/wp-content\/uploads\/2018\/05\/Screen-Shot-2018-05-31-at-9.13.30-PM.png\" alt=\"\" width=\"300\" height=\"451\" srcset=\"https:\/\/atuljha.com\/blog\/wp-content\/uploads\/2018\/05\/Screen-Shot-2018-05-31-at-9.13.30-PM.png 300w, https:\/\/atuljha.com\/blog\/wp-content\/uploads\/2018\/05\/Screen-Shot-2018-05-31-at-9.13.30-PM-200x300.png 200w, https:\/\/atuljha.com\/blog\/wp-content\/uploads\/2018\/05\/Screen-Shot-2018-05-31-at-9.13.30-PM-173x260.png 173w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p><span style=\"font-weight: 400;\">The book introduces the interesting concept of <\/span><i><span style=\"font-weight: 400;\">Jobs to be done<\/span><\/i><span style=\"font-weight: 400;\"> or JTBD. \u00a0What I liked about and made me glued to the 200 pages of the book is one simple thing: Building product for customers, nothing else.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The two core principles of JTBD are about customers:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The desire every customer has to improve themselves and their life situations.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How customers imagine their lives being better when they have the right solution.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">I will focus on customers and competitions which the book talks about. These are the notes from from the book. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Customers<\/span><\/p>\n<ul>\n<li><span style=\"font-size: 0.9em;\">Customers wants help in making themselves better.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Your desire to delight customers will drive you to invent on their behalf. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A dissatisfied customer does not complain; he just switches. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Customers can tell you of their struggles, how they expect life to be better, and how they interact with the products they use. But they cannot tell you what to do about it.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Design your product to deliver customers an ongoing feeling of progress. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Customers need to feel successful at every touch point between themselves and your business, not just at the very end when the outcome of an action is realized.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A successful product and business will continually improve customers\u2019 lives. As customers use your product to make their lives better, they will face new challenges and desire new goals and outcomes. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Products have no value in and of themselves. They have value only when customers use them to make progress. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What can we change to better meet your needs? \u00a0&lt;&lt; Ask your customer, it makes them more comfortable.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Talk with customers to learn what messages connect with them. It can be as simple as asking them to describe why they like your product. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Studying what customers consider as competition helps you reveal what pushes them to change.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Discover what customers value. Learn their expectations at the moment of purchase and\/or first use and avoid over engineering solutions. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A great deal of waste happens when solutions are developed with features that customers don\u2019t value. Customers value the progress a feature may deliver, not the feature itself. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If customers have anxiety over the cost-value relationship of your product, offer a discount.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If customers experience anxiety in using your product, find a way to make your product less intimidating. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">If your product doesn\u2019t help customers make progress, price doesn\u2019t matter.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Identify any habits-in-use that keep customers from using your product. Adjust your product to help them along. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Comparing the habits of your best customers with the habits of those who recently quit is a great way to figure out how to turn switchers.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">For customers who\u2019ve stopped using your product, ask them why.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Grow your business, reduce churn, and capture more profits by delivering progress to customers. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A great salesperson understands that customer \u201cwants\u201d come from the system, not the customer. So, if you want to change \u201cwhat customers want,\u201d all you have to do is convince them of a Job that is worth getting Done. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Do customers a favor: help them visualize making progress. Create marketing and advertising materials that tell customers that you understand their struggle for progress, that help them visualize how life will be better when they have the right solution, and that explain why your product is the right solution. <\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Competition<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"> You might think you\u2019re alone in a market or have market superiority, but some unknown competitor might be stealing away your customers. Your only sign that something is wrong is decreasing sales.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Competition is defined in the minds of customers, and they use progress as their criterion. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Customers don\u2019t define or restrict competition based on the functionality or physical appearance of a product. Instead, they use whatever helps them make progress<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Studying what customers consider as competition helps you reveal what pushes them to change.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How can you beat the competition? Eliminate the need for the customer to make a trade-off. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learn how to think about competition, become better at identifying real threats to your business, create better messaging that properly speaks to what customers consider as competition, and know how you should and shouldn\u2019t design a solution.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Don\u2019t assume two products are competitors because they look or function similarly. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Confirm that competition exists between products by finding customers who switched.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Every innovator, whether creating a new innovation or improving an existing one, should have a clear idea of how his or her customers see competition. When you\u2019re creating a new innovation, you need to answer these<\/span>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What are customers going to stop buying when they start buying our solution? <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">if you\u2019re creating a new feature for an existing product, you need to ask, \u201cWhat behaviors or other products is this feature going to replace?\u201d<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Other takeaways: <\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Success stories of founders applying \u00a0JTBD. <\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How just building product without taking customer survey resulted in failure of Tata Nano and Godrej ChotuKool. It also mentions how \u00a0Godrej repositioned ChotuKool and got success.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How creative destruction eat Kodak and made it bankrupt.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Why comparing PC with Mainframe or comparing PC sales with smartphones are incorrect.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">I would like to \u00a0thank the author for writing this book because it just talks about how your product should be empowering your customers and making your business profitable. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you wish to know more about JTBD do follow <\/span><a href=\"https:\/\/jtbd.info\/\"><span style=\"font-weight: 400;\">https:\/\/jtbd.info\/<\/span><\/a><span style=\"font-weight: 400;\"> \u00a0for more user stories, techniques and latest updates. \u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Last week my friend Rajagopal advised me to read \u201cWhen Coffee and Kale Compete: Become Great at Making Products People Will Buy\u201d The book introduces the interesting concept of Jobs to be done or JTBD. \u00a0What I liked about and made me glued to the 200 pages of the book is one simple thing: Building &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/atuljha.com\/blog\/2018\/06\/02\/book-notes-when-coffee-and-kale-compete\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Book Notes: When Coffee and Kale Compete&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[249,121],"tags":[407],"_links":{"self":[{"href":"https:\/\/atuljha.com\/blog\/wp-json\/wp\/v2\/posts\/2877"}],"collection":[{"href":"https:\/\/atuljha.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/atuljha.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/atuljha.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/atuljha.com\/blog\/wp-json\/wp\/v2\/comments?post=2877"}],"version-history":[{"count":2,"href":"https:\/\/atuljha.com\/blog\/wp-json\/wp\/v2\/posts\/2877\/revisions"}],"predecessor-version":[{"id":2880,"href":"https:\/\/atuljha.com\/blog\/wp-json\/wp\/v2\/posts\/2877\/revisions\/2880"}],"wp:attachment":[{"href":"https:\/\/atuljha.com\/blog\/wp-json\/wp\/v2\/media?parent=2877"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/atuljha.com\/blog\/wp-json\/wp\/v2\/categories?post=2877"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/atuljha.com\/blog\/wp-json\/wp\/v2\/tags?post=2877"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}