Have you ever stopped to truly explore the behind-the-scenes tasks your customers perform every day? In a recent session with startup founders, I asked them to list their customers’ “jobs”—the tasks and processes customers undertake to solve their problems. While they identified the main activities, most were hesitant to dive deeper into the smaller, often-overlooked steps.
Why Understanding the Hidden Tasks Matters
Every customer’s journey includes layers of responsibilities, from everyday tasks to complex problem-solving efforts. When we only look at the surface-level activities, we miss out on:
- Revealing Hidden Pain Points
- Customers often have inefficiencies or struggles they might not even realize. By mapping out their behind-the-scenes efforts, you can uncover gaps in current solutions.
- Fostering Empathy
- A deeper look into your customers’ world helps you empathize with their challenges. This empathy translates into products and services that truly address their needs.
- Identifying Opportunities for Innovation
- Once you understand the full scope of a customer’s journey, you can spot opportunities to add real value. These are often the features or services that set you apart in a crowded market.
Case in Point: SSN iFound Incubatees
At SSN iFound, our incubatees juggle a wide range of tasks:
- Transforming lab-scale products into market-ready offerings
- Building scalable business models that can grow sustainably
- Acquiring customers and learning how to retain them
- Preparing for fundraising to fuel their next phase of growth
When these founders took the time to map out their customers’ journeys, they realized their target users also manage an equally complex array of responsibilities. This newfound insight helped them see the inefficiencies and pain points they could solve, leading to customer-centered products with a meaningful impact.
The Bigger Picture
If you want to build solutions that resonate, take a moment to explore your customers’ world beyond the obvious. Look for:
- Minor inconveniences that add up over time
- Workflow bottlenecks where time and resources are wasted
- Emotional hurdles that might influence buying decisions
It is in these overlooked details that truly impactful solutions are born.
What Is Your Approach?
Everyone has a unique strategy for understanding their customers, whether it is through detailed interviews, shadowing sessions, or data-driven research. What is your method? I would love to hear about how you dig deeper into your customers’ behind-the-scenes tasks. Share your thoughts in the comments below!
