Jobs Not Users

In answering a question about how to cater a product’s design toward early adopters rather than mainstream users, Ryan Singer said:

“So I would advise that you orient your UI around the job to be done—around the problem—and not the person. Then people who have that problem can fall in love with your product because it makes the problem go away, whether they are the first in line or the last person to hear about it.”

I love this. Worry about solving the problem in the best way possible, and you’ll be pleasing not just the early adopter, or the mainstream user, but everyone that has to do that job. Jobs, not users.