Klement’s Fallacy Misleads The Jobs-to-be-Done Community
Tony Ulwick

Hey Tony,

Is it really true that preferences cannot be quantified? I think it holds for declared preferences, but does it also hold for revealed preferences? So actions that show the preference of somebody vs. somebody telling what they prefer.

Or is it impossible to accurately deduce the preference(s) that results in a specific action?

I am not an expert so would love to learn more.

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