Customers’ purchase decisions don’t necessarily conform to those of the “average” customer in their demographic; nor do they confine the search for solutions within a product category. Rather, customers just find themselves needing to get things done. When customers find that they need to get a job done, they “hire” products or services to do the job. This means that marketers need to understand the jobs that arise in customers’ lives for which their products might be hired

More about hard drives than you ever wanted to know – Back of the Envelope #009

Hard drives consume a large part of this episode, but it’s a great discussion of how you look at the business of hard drives. We also talk to the integrated vs. modular approach as a frame for iOS vs. XBox.

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