What customers are trying to get done,solve or satisfy. May be functional (e.g. perform a task),social (e.g. gain status),emotional (e.g. security) or basic needs (e.g. communication).
Glossary term from Asia-Pacific edition of Entrepreneurship Theory Process Practice (Melbourne: Cengage, 2019)
Have coached 1000s | Design Thinking trainer
Greater Boston Area
Latest posts by Howard Frederick (see all)
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