…ve markets are those that are growing, which typically means non-consumers are entering the market. If you’re only focusing on designing for customers who are currently being served by solutions in the market, you’re potentially missing out on those who have the Job, but for whom there isn’t a current solution that serves them.
There are particular voices that do not tend to get a lot of attention in corporate business and marketing circles. We became designers because we are introverted, quiet, thoughtful people who have wondered how we can have a voice in society. We were told that if we become artists, we will starve. If we become commercial artists, we can make a living.
Sometimes we treat data gathering like a child in a fairy tale who has been sent out to gather mushrooms for dinner. It’s getting late and the mushrooms are far away on the other side of the river. And you don’t want to get your feet wet. But look, there are all these rocks right here. The rocks look kind of like mushrooms. So maybe no one will notice. And then you’re all sitting around the table pretending you’re eating mushroom soup and crunching on rocks.