Users own the present. You own the future.

"The smarter your users, the more convincing their wrong answers. When users express a want, like wanting ice cream, they may not be aware of their actual need, which is to cool down. This distinction is crucial for effective product development."

"Most user research stops at the want. The format often used in jobs-to-be-done statements reflects this limitation, focusing on specific actions rather than the broader needs that drive those actions."

Clients often provide detailed answers based on their experience, but these can be misleading if the right questions aren't asked. Users express wants, like wanting ice cream, but their true needs, such as cooling down, are often overlooked. Recognizing the difference between wants and needs opens up more effective solutions. Many user research efforts focus on wants, leading to feature-driven outcomes rather than addressing the underlying needs, which can result in more meaningful product development.

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