In Uncommon Service the authors note that customers want businesses to suck at something. It’s a Never Split the Different vibe. Or in terms of a karaoke bar: Play the hits!
A visualization from the book:
Restaurants have different attributes: food quality, pacing, pricing, ambiance, and so on. For a celebration, people are willing to trade price for service. This is the sort of “context” at the heart of JTBD.
“Our business,” listings read, “has 100 years of combined experience.” Well, that sounds like a lot. But is it two people with fifty years or ten people with ten? Then again, is fifty years of experience good? Do you want a doctor who went to medical school in the 70s?
There’s no answer, it’s all contextual.
But we do make trade-offs and must be honest about what they are and what that means.
The Waiter's Pad 