Users And Buyers

• Users of the product and buyers of the product are two distinct groups.
  • Disposable diapers
  • Vegetables

• Users of the product and buyers of the product have different needs.
  • Buyers are economic decision makers who may do their best to try and represent the needs of the users.
    • The product must address their business needs.
  • Users actually use the product.
    • The product must address their emotional needs.

• Products fail because they fail to address the needs of both the users and the buyers.

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© 2008 John Michael Pierobon

Notes