Insight Landscape

The leading edge of insight creation.

customer jobs-to-be-done Archive



December 2013



What’s Your Value Prop? Using customer insight to guide product and service development.

Written by , Posted in Business Insights, Market Reseach

If you’ve seen “This is Spinal Tap,” you no doubt remember the scene where Nigel Tufnel (Christopher Guest) points out that the volume controls on his guitar amplifier “go up to 11” while all other bands’ amps go just to ten.  When Marty diBergi (Rob Reiner), the director of the movie within the movie, asks why they don’t just make the “10” louder, Nigel, somewhat confused, replies “These go to eleven.”  (more…)