The Jobs-to-be-Done Pyramid™ is a new model for product strategy, mapping customer motivation across domains of function, emotion, and identity. People don’t just buy products to perform tasks; they ...

When Henry Ford supposedly said, “If I had asked people what they wanted, they would have said faster horses,” he was pointing to a truth that still traps startups today: customers don’t buy features, ...

Osman Koç is the CEO of UserGuiding, a platform that helps teams improve user onboarding and build in-app experiences that drive adoption. Many SaaS companies and product teams build extensive, long ...