The breakfast-shake drinkers were clearly commuters, intending to drink them while driving to work. This behavior was readily apparent, but the other researchers had missed it because it didn’t fit the normal way of thinking about either milkshakes or breakfast. As Berstell and his colleagues noted in “Finding the Right Job for Your Product,” their essay in the Harvard Business Review, the key to understanding what was going on was to stop viewing the product in isolation and to give up traditional notions of the morning meal. Berstell instead focused on a single, simple question: “What...
wanted it to play—the job they were hiring the milkshake for.
Note: Very important!! Libraries need to discover more what people are hiring our products for.
It’s also easy to assume that the world as it currently exists represents some sort of ideal expression of society, and that all deviations from this sacred tradition are both shocking and bad. Although the internet is already forty years old, and the web half that age, some people are still astonished that individual members of society, previously happy to spend most of their free time consuming, would start voluntarily making and sharing things.
Curiously, an organization that commits to helping society manage a problem also commits itself to the preservation of that same problem, as its institutional existence hinges on society’s continued need for its management.
Note: Libraries?