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Problem: Discover the Job-to-Be-Done
No problem, no opportunity. No one will pay you to solve a nonproblem.
—Vinod Khosla, Founder, Sun Microsystems and Khosla Ventures
WHEN MIKE MAPLES JR., an experienced executive who had worked in telecommunications, decided to start a new venture with some colleagues, the problem was that they didn’t know what type of venture to start. So Maples and his team made an unusual agreement: they would not start building anything until they found a problem that was worth solving. Maples and his friends began meeting several times a week to discuss problems they had seen. Then, then during the week they met individually ...
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