In El Salvador, a woman’s right to choose is largely limited to four options: try to have a child, never have sex (even with a husband), undergo life-altering surgery, or become a criminal. In order to combat the Zika virus, El Salvador is asking women to drop the first choice for a couple years at least. Because of decades of violence and state control, the options available to women are limited and potentially dangerous.
People don’t want to buy products. They want to hire products to get a job done. Or as Harvard Business School professor Theodore Levitt puts it: »People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!«. People often do things because they find themselves with a problem they would like to solve — such as overcoming a boring commute, recovering from a stressful day or hanging framed photos on the wall. When people struggle they look out for solutions to achieve a progress in their lives. The Job-To-Be-Done framework has become popular in product design to uncover what causes people to hire products or services. Rather than understanding people by their demographic or socio-economic attributes, for instance income or level of education, the framework focuses on satisfying needs by understanding the jobs people want to get done. Uncovering these jobs makes it easier to build the right solutions.