DEMO JTBD Primer

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S14 The Value Lifecycle

S14 Double-Bind of Overshooting

(5 of 9)

Q5: How does overshooting value create a double-bind for providers?

Hint: Offering value that customers’ don’t want is bad for the bottom line!

Ans: It increases the cost structure of a solution without increasing differential value. As such, no additional demand is created to offset the resulting margin decline.

Hint Answer Example Example <>

In 2006, GC introduces a smartphone with a directional mouse and navigational button. In the customers’ mind, however, these features do not enable them to get a job done better. Customer demand does not increase and profitability declines.