Katelyn Bourgoin helps teams understand why customer research is a critical part in understanding who their customers are.

Katelyn shares the lessons she's learned when it comes to Customer Discovery and quotes Harvard Business School professor Clayton Christensen: "Customers don't buy products or services; they "hire" them to do a job. Understanding customers does not drive innovation success, he argues. Understanding customer jobs does."

According to the "Jobs to be done" theory, there's something blocking us from making progress in the way that we want to make progress. And we essentially hire products or service providers to help us get our jobs done. And when those things work well, great, we will keep using them. and we'll be happy. When they don't work well, we will fire them and look for something new to hire.