Microsoft Design Leader On The Four Tenets To Build Better Products With The JTBD Framework

Microsoft Design Leader On The Four Tenets To Build Better Products With The JTBD Framework

SUMMARY

“If I had asked people what they wanted, they would have said faster horses,” said Shaheena Attarwala about Henry Ford’s quote that inspires her to build better products

Consumers want products to fulfil their need for self-expression and users adopt products to fulfil emotional goals

The fundamental idea, Attarwala said, is to understand that products enable consumers to accomplish a job and make it convenient to do that with innovation over time

“If I had asked people what they wanted, they would have said faster horses.” (Verb) To listen- (Object) To music- (Context) While on the go

For Shaheena Attarwala, this quote from Henry Ford has served as an inspiration in her product leadership journey.  She uses it to illustrate just how essential it is to understand that it is not only about what people want, but also anticipating what innovation will change their lives for the better. 

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