DEMO JTBD Primer

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S14 The Value Lifecycle

S14 Undershot-To-Must-Be

(4 of 9)

Q4: From the perspective of the value lifecycle, what happens once undershot value is satisfied?

Hint: You expect to maintain what you already have.

Ans: Once satisfied, undershot value becomes must-be value. That value is now expected in all job solutions.

Hint Answer Example Example <>

The leader in smartphones in 2004 is the Blackberry. A few years prior to GC’s smartphone, the Blackberry introduced their smartphone with email and instant messaging capabilities. After that, customers expected this value in all smartphones.