JTBD meets Kano

When … (Situation)
I want … (Progress)
So I can … (JTBD)

Example (vacation & flight):

When … (Situation)
I want … (Progress)
So I can … (JTBD)
I am satisfied if (Basic Expectation)
I am excited if (Unexpected Outcome)

Again, the example (vacation):

Another example (lawn)

Noriaki Kano having a milkshake :)

Product Thinker

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Jan Milz

Jan Milz

Product Thinker

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