Life’s too short to build something nobody wants. Learn how to build products your customers cannot refuse by starting with problems worth solving, not solutions.

1. Hashtag: #leanstack
LOVE THE PROBLEM
LEANSTACK
ASH MAURYA
@ashmaurya
ash@leanstack.com

2. Business Model Canvas

3. Problem Solution
Unfair
Advantage
Key Metrics
Lean Canvas

4. Problem Solution
Unfair
Advantage
Key Metrics
Not better, but different

5. Problem Solution
Unfair
Advantage
Key Metrics
Problem focused

6. Problem Solution
Unfair
Advantage
Key Metrics
Problems create space for innovation

7. Problem Solution
Unfair
Advantage
Key Metrics
Innovator friendly

10. Who is the
customer?

11. Who is the
customer?
How will you
qualify/identify
early adopters?

12. Who is the
customer?
How will you
qualify/identify
early adopters?
What are their
top 3 problems?

13. Who is the
customer?
How will you
qualify/identify
early adopters?
How do they
solve the problem
today?
What are their
top 3 problems?

14. The problem with problems.

15. 01 The Innovator bias is hard to shut off.

17. 02 Customers too are solution biased.

18. 03 You can’t simply ask customers about their
problems.

19. They don’t know.

20. They are solution oriented too.

21. “It is not the customer’s job to know what
they want.”
- Steve Jobs

22. Jobs-to-be-done Framework
What is your customer hiring your product to do?

24. Customers don’t care about your solution,
but making progress in their lives.

26. Triggering
Event

27. Triggering
Event
Early adopter criteria

29. Desired
Outcome
Triggering
Event

30. Desired
Outcome
Triggering
Event
Goal or outcome

32. Desired
Outcome
PUSH
Triggering
Event

33. Before your customers can hire your
product, they need to fire something else.

37. Desired
Outcome
PUSH
Triggering
Event

38. Desired
Outcome
PUSH
Triggering
Event
Existing alternatives

39. Jobs are timeless and transcend categories

41. Existing alternatives that fail to get the job
done are prime for disruption.

42. Desired
Outcome
PUSH
Triggering
Event

43. Desired
Outcome
PUSH
Triggering
Event
Obstacles or problems

44. Desired
Outcome
PUSH
Triggering
Event
Problems create space for innovation

46. Desired
Outcome
PUSH
Triggering
Event
Offer

47. Desired
Outcome
PUSH
Triggering
Event
PULL
Compelling Offer

48. Desired
Outcome
PUSH
Triggering
Event
PULL
Compelling Offer
UVP

49. Desired
Outcome
PUSH
Triggering
Event
PULL
Compelling Offer
UVP
Demo

50. Desired
Outcome
PUSH
Triggering
Event
PULL
Compelling Offer
UVP
Pricing
Demo

53. “It’s so much more intimate than a laptop and
so much more capable than a smartphone.”
- Steve Jobs

54. Desired
Outcome
PUSH
Triggering
Event
PULL
INERTIA

55. Desired
Outcome
PUSH
Triggering
Event
PULL
INERTIA
Present habits

56. Desired
Outcome
PUSH
Triggering
Event
PULL
FRICTION
INERTIA

57. Desired
Outcome
PUSH
Triggering
Event
PULL
FRICTION
INERTIA
Switching anxiety

58. Desired
Outcome
PUSH
Triggering
Event
PULL
FRICTION
INERTIA
MVP

61. Once you understand the job, the dimensions
of the “better” become obvious.

62. PULL
PUSH
CONTEXT
HABIT
ATTRACTION
SUCCESS CRITERIA
Desire
Outcome
PAIN/DESIRE
FRICTION
INERTIA
ANXIETY
Title: Created By: Date:
Triggering
Event
List the habits of the present
that hold your customer back
List the anxiety or your risk
that scare your customers
List the success attributes
that pull your customers
List the triggers that push your
customers
CUSTOMER FORCES
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