An older story but still good and still important.
Doug Dietz spent the last two years designing a new MRI machine and he goes to the hospital to see check on it.
“I noticed a father lean down and tell his daughter, ‘Remember, we’ve talked about this, you can be brave.'”
Doug follows the family into the room, with his new machine. “And she just freezes.”
The walls. The lights. The machine. The warning signs. “The little girl just starts to cry.”
Jobs to be done implores creators to create things from the perspective, needs, goals, and wants of the consumers, not the suppliers. From Doug’s angle, the hospital is the supplier. *Make something bland, generic, efficient.* There’s no flare – that’s expensive.
Yes, the consumers want some things that the hospital also wants: Make people better.
But these parents also want their daughter to stop crying. They don’t want her to be afraid. They want to her smile. They want the same thing we all want for our kids.
After seeing this scene, Doug got back to work and made this MRI machine next.
The Waiter's Pad 