We’ve been doing a sequence of Jobs to be Done interviews over right here at Highrise. After listening to from clients, my mind instantly went into: “We must always add this. Jim would need us to construct that. Zoe would adore it if we made that even higher.”
Ryan Singer who was the lead of doing this analysis for us made an ideal level (I’ll paraphrase): “You’ve already gained these clients. They’re thrilled. You’ve already solved their greatest issues. They aren’t going again to one thing else. In the event you preserve attempting to make it even higher, you run the chance of doing simply the alternative.”
One of many issues that hit us over the top doing these buyer interviews is how completely happy these clients already are.
Many groups create a product that solves an issue nicely. They usually simply preserve including extra to it. And extra. And extra. Till it turns into so sophisticated and bloated the individuals who have been completely happy to start with begin searching for one thing that returns to the fundamentals.
Ryan drew this implausible graph that nails our world.
Highrise already sits in a pleasant place on this graph. Our device is apparent, and has a small footprint. It means setup is instantaneous, onboarding new individuals takes seconds, it’s the quickest factor you may get a crew on to begin monitoring leads and follow-ups.
That solves just a few very particular jobs for our clients completely:
1) A single gross sales individual inundated with leads whose present system stopped working due to the inflow and doesn’t have time to arrange one thing new.
2) Somebody who’s self-employed and is aware of they should develop their enterprise doing gross sales, however they aren’t gross sales individuals. They’re artists, attorneys, get together planners. They don’t have time to be taught a gross sales device.
three) A supervisor or enterprise proprietor who wants a system in place instantly for a bunch of salespeople and employees to deal with leads. They’ve many hats to put on, and studying a gross sales device isn’t certainly one of them.
Every certainly one of these jobs got here from our buyer interviews, they usually all imply individuals want instantaneous options that don’t require even a look at a handbook.
Some individuals want extra issues from Highrise. Little doubt. But when we add lots of them, we’d discover ourselves in a spot with lots of and lots of of different opponents.
And the individuals who have been already happiest with us grow to be alienated.
That’s a lot clearer now that we’ve gotten completed with these buyer interviews. Our greatest and happiest clients are already completely happy. If we preserve including extra stuff simply to make people even happier, we run the chance of changing into much less apparent and extra bloated.
What does that imply for us? Properly it doesn’t imply we cease enhancing the product. But it surely does assist me see how we should always focus. We have to preserve our eyes set on the fundamentals we already do nicely and polish any tough edges that also stick out.
For instance we have already got an ideal import system. You’ll be able to import an Excel file, CSV file, vCards. That just about means the whole lot. The import system can deal with mapping any column to current or new fields. It’s slick. One drawback: it doesn’t help “.xlsx” file varieties. Which grew to become the default Excel filetype in 2007. There’s a workaround after all to save lots of your spreadsheet as “.xls”. However what a ache. You get to our import display screen and many individuals attempt to simply add the .xlsx file that’s helpful. Solely to hit an error display screen and understand (or not understand!) they want to return to Excel to do some extra monkeying round. As an alternative of including bloat, we are able to make our imports quicker and cognitively leaner.