IMBA 2023 – Term 4

BRAND MARKETING
Prof. Eric Caeg
October 25, 2023, 11:00AM – 12:30NN
Giving Customers
a Fair Hearing
• With a clear definition of what
“Customer Need” is, companies
are able to get the inputs that
are required to succeed at
innovation.
• Anthony W. Ulwick and Lance A.
Bettencourt, MIT SLOAN
• Companies need to remember that
it’s not enough to solicit opinions
of customers, getting the right
information is crucial.
• https://youtu.be/Et4H4Ty1qhQ
 The statement must:
To get • Reflect the customer’s definition of
Complete & value.
Accurate Data, • Must have universal acceptance.
there 6 • Must be relevant now and in the
future
Characteristics
• Must prompt a course of action
in gathering of
• Must not be open for
data interpretation.
• Must not confound the way it or
other statements are prioritized.
 1. When capturing the customer requirements, the
unit of analysis is on the job that the customer is trying
o get done. By Jobs, it refers to the fundamental goals
customers are trying to accomplish or problems they
are trying solve in a given situation.
Rules for
Creating a 2. The requirement statement must not include or
make mention of a technology, solution or product or
Customer a service feature.

Requirement
3. The requirement statement must not include
ambiguous terms.
 4. The requirement statement
must be brief.

Rules for
Creating a 5. The terminology used in the
requirements must be
Customer consistent.
Requirement
6. The requirement statement
must have a consistent
structure, content and format.
 What makes this job, or parts of it:
challenging, inconvenient or frustrating?

Popping
Thought What makes this job time consuming?

Provoking
Questions to What causes this job to go off-track?
Customers

What aspects of this jobs are wasteful?

Group Exercise 2: Read the Material on “Giving
Customers A Fair Hearing”, by Ulwick & Bettencourt,
MIT SLOAN

In one page, pick a Business of your Groupmate, describe

and explain how you can create new value for customers
using the Universal Job Structure? Due on October. Due
on October 28, 2023
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