The term “Digital” is simply the latest proxy for describing current unmet needs

Grow my company, and maintain profitability. This is likely the core job for any business owner and/or management team. The markets punish…

Grow my company, and maintain profitability. This is likely the core job for any business owner and/or management team. The markets punish public companies that cannot maintain growth and/or profitability over time. Hey founders, initial growth don’t count! Everyone grows from zero.

The term “Digital” is simply the latest proxy for current unmet needs in many markets. While it’s simple, it’s also confusing. Both customers and suppliers alike have difficulty expressing what needs are in a consistent fashion; which is why we — as whole — have great difficulty achieving high rates of product launch (or solution implementation) success. The only way to address this is to, once and for all, come to a common agreement.

Terms like Digital, the Sharing Economy, etc. are simply trying to describe how certain solutions and platforms are addressing current unmet needs in the market. Products and services that are struggling are serving former unmet needs.

In the world of Jobs-to-be-Done theory, we …