The famous quote, wrongly attributed to Henry Ford, highlights the peril of asking users to define solutions rather than describe problems, and the risk of asking the wrong questions when identifying users' pain points.
Describing Jobs to be Done, Bob Moesta discusses how difficult it is for customers to transition without a push away from their current state. It is when inconvenience outweighs convenience that users seek alternatives that will make them more successful.
[
add
]
[
|
|
...
]