Your Market is Bigger Than Your Product

Many companies define their market around their product or technology, but this can be a tragic mistake for long-term growth and innovation. Defining your market this way narrows your focus, limits your prospects, and makes you vulnerable to disruption. Instead, define your market around the customer's Job-to-be-Done. Focusing on the underlying reason your customer uses your product allows you to play in a bigger market, build a disruption-proof advantage, reduce organizational complexity, and improve the customer experience. Defining your market around the customer's job-to-be-done provides a stable focal point for value creation, broadens your opportunities, and reduces the risk of disruption.