I have been thinking about customers in terms of their motivation. You can connect that concept to their personality traits. One person’s personality might look at a ‘job to be done’ as very hard to accomplish while another sees the ‘job to be done’ as easy. Maybe, an example is building a deck at your…

Another way to describe it: Making predictions when data fails you. The really fast answer: when the rules are static and well described, the machine gets it.  Example: IBM winning chess matches.  When the rules change or even when the game changes, good luck.  What do smart people do that allow them to survive and…

Whenever you’re  researching a market by geography, there will likely be a limited set personality traits based on functional characteristics of your Market. For example, imagine doctors that live in a certain region of the United States. I found that in discrete areas there were three primary traits of doctors in that area.  Lets say,…