SUMMARY - When Coffee and Kale Compete: Become great at making products people will buy by Alan Klement

* Our summary is short, simple and pragmatic. It allows you to have the essential ideas of a big book in less than 30 minutes.

*By reading this summary, you will learn how to create useful and innovative products by applying the Job-to-be-done theory. 

*You will also learn : that there are two conceptions of the Job-to-be-done theory; that it is essential to interview your target audience in order to update their needs; that the consumer is part, without knowing it, of a socio-economic system that influences his desires; that a product truly meets a demand when it solves a problem felt by consumers; that innovation occurs only when you allow consumers to improve their situation.

*All entrepreneurs run after innovation. However, it is not enough to simply innovate to win over consumers. Indeed, the best way to fully satisfy them is to listen to their needs and uses in order to bring them real progress and even anticipate their future situation. The Job-to-be-done theory, which appeared in the 1980s, is a concrete method for analyzing demand and the market. It allows you to adapt your product to the needs of your target audience. Are you ready to forget the precepts of business gurus and take an interest in your consumers?

*Buy now the summary of this book for the modest price of a cup of coffee!