Systems with Design from Trust: assume most (not all) people have good intent."initially feel counterintuitive, even risky...social: they rely on human relationships. appealing: once you wrap your head around them, you want more."The discomfort is a symptom of how today's default setting is mistrust: "we’ve internalized the ass…
Jobs to be Done is a theory of consumer action. It describes the mechanisms that cause a consumer to adopt an innovation... a process: it starts, it runs, and it ends... a JTBD describes how a customer changes or wishes to change...: the process a consumer goes through whenever she aims to change her existing life-situation into a preferred one, b…
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