I write frequently about Jobs to be Done — a theory that describes how consumers buy products to solve various jobs they’re trying to get done in their lives. I advocate for developing a rich understanding of consumers that allows companies to build successful products and market them in the right way. Yet entrepreneurs, marketers, product managers, and other innovators often get lost in the complexity of their businesses and their new ideas. Meanwhile, a study of my past research projects would suggest that consumers tend to buy products for a relatively small number of primary reasons — at least in a B2C context.
For that reason, I’ve attempted to highlight ten fundamental reasons that people buy new products. Purchasing decisions are certainly nuanced, and a detailed understanding of customers is key. But at the same time, there’s real value in simplicity. Being able to quickly explain the value of your new product will help you convince customers or investors of its promise, and it will also help streamline the development of your product so that you’re focused on what really matters. So as you think about your next product, stop and consider whether you’re meeting one of the ten reasons why people actually buy things.