{"id":3380,"date":"2018-07-11T17:00:46","date_gmt":"2018-07-11T16:00:46","guid":{"rendered":"http:\/\/insideintercom.io\/?p=3380"},"modified":"2020-07-30T12:55:35","modified_gmt":"2020-07-30T11:55:35","slug":"making-things-people-want","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/making-things-people-want\/","title":{"rendered":"Making things people want"},"content":{"rendered":"<p class=\"opening_paragraph\">The problems people encounter in their lives rarely change from generation to generation. The products they hire to solve these problems change all the time.<\/p>\n<p>If you\u2019re building a new product, it\u2019s because you believe you can create a better solution that people will want to use because it delivers a better outcome. A strong understanding of the <a href=\"https:\/\/www.intercom.com\/blog\/customer-support-software\" target=\"_blank\" rel=\"noopener noreferrer\">outcome<\/a> <a href=\"https:\/\/www.intercom.com\/blog\/customer-engagement\" target=\"_blank\" rel=\"noopener noreferrer\">customers<\/a> <a href=\"https:\/\/www.intercom.com\/blog\/live-chat\" target=\"_blank\" rel=\"noopener noreferrer\">want<\/a>, and how they currently get it, is essential for you to succeed in product development.<\/p>\n<p class=\"quote\">Focusing on outcome &#8230; lets you understand your real competitors<\/p>\n<p>Maybe your customers want to be entertained, or spend more time with their friends, or understand what projects teammates are working on, or maybe they want to project growth for their business. If the desired outcome is real then they are already achieving it through some product in some way. Your job is to <a href=\"https:\/\/www.intercom.com\/blog\/ways-to-improve-a-product\/\" target=\"_blank\" rel=\"noopener noreferrer\">improve<\/a> upon that.<\/p>\n<p>Sidenote: If you can\u2019t find what product they\u2019re currently using, the chances are that it\u2019s a fictitious outcome (\u201cWouldn\u2019t it be cool if&#8230;\u201d) or an aspirational one (\u201cOf course I want to lose weight\u201d). Espoused behavior never reflects reality.<\/p>\n<p>Focusing on outcome, rather than category, industry or product type, lets you <a href=\"https:\/\/www.intercom.com\/blog\/understanding-your-competitors\/\" target=\"_blank\" rel=\"noopener noreferrer\">understand your real competitors<\/a>. The second a company focuses on \u201cthe industry it\u2019s in\u201d rather than the \u201coutcome it delivers\u201d, it loses touch, and shortly after, loses customers.<br \/>\n<img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/07\/Make_Things_People_Want_Subway.png\" alt=\"People want to pass messages discreetly\" \/><br \/>\nNewspapers, for example, believed they were in the \u201cNewspaper Industry\u201d, and as such struggled to work out why bored commuters had stopped buying their product. They would look left and right at their competitors and wonder which newspaper had stolen their customers. They would experiment with new formats, new layouts, lower prices, sharper headlines, but they couldn\u2019t stop the rot. Had they instead focused on the outcome they deliver (bored commuters want to be entertained for short bursts of time with bite-sized articles), then their competitors (Twitter, Facebook, news apps) wouldn\u2019t have been so oblique to them.<\/p>\n<h2 id=\"what-people-want\">What people want<\/h2>\n<p>Let\u2019s look at some jobs that, like boredom during a commute, have stuck around for years, through hundreds of technological advances.<\/p>\n<div align=\"center\">People wanted to pass notes and messages, without fear of other people seeing them\u2026<\/div>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/06\/making-things-people-want_01_passing-notes.png\" alt=\"People want to pass messages discreetly\" \/><\/p>\n<div align=\"center\">People still want this<\/div>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/06\/making-things-people-want_02_snapchat-UI.png\" alt=\"people still want to pass messages discreetly\" \/><\/p>\n<div align=\"center\">People wanted to store photos in a safe place\u2026<\/div>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/06\/making-things-people-want_03_shoebox-pix.png\" alt=\"People want to store photos\" \/><\/p>\n<div align=\"center\">People still want this<\/div>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/06\/making-things-people-want_04_dropbox-google-photos.png\" alt=\"People still want to store photos\" \/><\/p>\n<div align=\"center\">People wanted to put their favourite photos in a prominent place, so everyone could see them\u2026<\/div>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/06\/making-things-people-want_05_framed-pic.png\" alt=\"People want to share photos\" \/><\/p>\n<div align=\"center\">People still want this.<\/div>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/07\/0005_06_facebook-New.png\" alt=\"People still want to share photos\" \/><\/p>\n<div align=\"center\">People wanted to collect scrapbooks of ideas\u2026<\/div>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/06\/making-things-people-want_07_scrapbook.png\" alt=\"People want to scrapbook\" \/><\/p>\n<div align=\"center\">People still want this.<\/div>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/06\/making-things-people-want_08_pinterest.png\" alt=\"People still want to scrapbook\" \/><\/p>\n<div align=\"center\">People wanted to post their friends and loved ones newspaper clippings\u2026<\/div>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/06\/making-things-people-want_11_news-clippings.png\" alt=\"People want to share articles\" \/><\/p>\n<div align=\"center\">People still want this.<\/div>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/06\/making-things-people-want_12_iphone-share.png\" alt=\"People still want to share articles\" \/><\/p>\n<div align=\"center\">People wanted to leave nice reviews, and tips for other travellers\u2026<\/div>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/06\/making-things-people-want_09_guestbook.png\" alt=\"People want to leave reviews for others\" \/><\/p>\n<div align=\"center\">People still want this.<\/div>\n<p><img decoding=\"async\" class=\"small\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/07\/0009_10_foursquare-yelp.png\" alt=\"People still want to leave reviews for others\" \/><\/p>\n<h2 id=\"making-things-people-want\">Making things people want<\/h2>\n<p>There are literally hundreds of examples like the ones above and there\u2019s a common trend in all of them. Making things people want involves understanding a longstanding human or business need and then using technology to:<\/p>\n<ol>\n<li>Remove steps<\/li>\n<li>Make it possible for more people<\/li>\n<li>Make it possible in more situations<\/li>\n<\/ol>\n<p>The first approach, removing steps, is the most common for start-ups. Pick a need where the existing solutions are old, complex and bloated, and find the simplest smallest set of steps possible to deliver the same outcome. Arranging a taxi in a city used to involve calling many numbers until you find a company with availability, then a lengthy dialogue about your location, destination and required arrival time. Today you press one button and a car shows up.<\/p>\n<p class=\"quote quote-left\">Jeff Bezos is famous for saying &#8216;Focus on the things that don\u2019t change&#8217;<\/p>\n<p>The second approach usually involves reducing the cost (in time or money), or barriers to using a product so that more people can use it, thus expanding the market. Not so long ago, if someone wanted to get their writing online they had to rent a linux server, download a .tar.gz file containing the source code of a blogging engine, upload it, run a series of weird commands to unpack it and give it write access, and then configure it. Today you can do the same job in two clicks with Medium.<\/p>\n<p>The third approach involves removing common situational limitations on a workflow. Accepting payment used to involve bulky machines with rolls of thermal paper, faxing paperwork to banks, ISDN lines, and batch transaction transfers run nightly. Today you swipe a card through a phone and you\u2019re done.<\/p>\n<p>Jeff Bezos is famous for saying \u201cFocus on the things that don\u2019t change.\u201d The problems that people and businesses encounter don\u2019t change often. The ways they can be solved changes almost yearly. So it stands to reason that making things people want should start with the \u201cwhat people want\u201d bit, and not the more tempting \u201cthings we can make\u201d.<\/p>\n<hr \/>\n<p><strong>Remember:<\/strong> It\u2019s easier to make things people want than it is to make people want things.<\/p>\n<hr \/>\n\n","protected":false},"excerpt":{"rendered":"<p>In product development understanding the outcome customers want, and what they currently use to get that outcome, is essential to making a better solution.<\/p>\n","protected":false},"author":5,"featured_media":15871,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[5],"tags":[26,153,161,363,151,182],"coauthors":[348],"class_list":["post-3380","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-and-design","tag-jobs-to-be-done","tag-product-design","tag-product-development","tag-product-strategy","tag-startups-2","tag-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Making things people want - Inside Intercom<\/title>\n<meta name=\"description\" content=\"In product development understanding the outcome customers want, and what they currently use to get that outcome, is essential to making a better solution.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/making-things-people-want\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Making things people want\" \/>\n<meta property=\"og:description\" content=\"If you&#039;re building a new product, it&#039;s because you believe you can create a better solution that people will want to use because it delivers a better outcome. A strong understanding of the outcome customers want, and how they currently get it, is essential for you to succeed in the development of a product.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/making-things-people-want\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/destraynor\" \/>\n<meta property=\"article:published_time\" content=\"2018-07-11T16:00:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-07-30T11:55:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2018\/06\/making-things-people-want_Hero.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1968\" \/>\n\t<meta property=\"og:image:height\" content=\"932\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Des Traynor\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@destraynor\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Des Traynor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/making-things-people-want\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/making-things-people-want\\\/\"},\"author\":{\"name\":\"Des Traynor\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/eca2beed88876408030509097abe63c2\"},\"headline\":\"Making things people want\",\"datePublished\":\"2018-07-11T16:00:46+00:00\",\"dateModified\":\"2020-07-30T11:55:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/making-things-people-want\\\/\"},\"wordCount\":815,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/making-things-people-want\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2018\\\/06\\\/making-things-people-want_Hero.jpg\",\"keywords\":[\"jobs-to-be-done\",\"product design\",\"product development\",\"product strategy\",\"startups\",\"strategy\"],\"articleSection\":[\"Product &amp; 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