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- commitment or consistency Commitment or consistency means people generally remain consistent with the decisions they make to conserve mental energy. We want to maintain consistency with what we believe and value.
- discovered needs Discovered needs are a full set of statements that show innovators how to help people get their desired job done more effectively.
- front end innovation Front end innovation focuses on the initial stage where we identify new opportunities and develop concepts before moving into the formal product development process.
- Heuristics Mental shortcuts or “rules of thumb” that consumers use to make decisions. The idea is that humans default to decisions as much as they make decisions. We do this to conserve mental energy. For example, social proof says that there is "safety in numbers."
- Innovation A process where a founder creates solutions that satisfy customer needs
- jobs to be done Jobs to be done is a theory that states people buy products and services to get a job done better and/or more cheaply.
- product-based market Defined by the goods or services offered. For example, the smartphone market would be considered a product-based market because it's a specific type of product.
- product development framework A product development framework is a concept or structure that guides what you’re trying to accomplish. They usually focus on measuring problems and making them better. Examples include Six Sigma, Agile, TRIZ etc.
- product iterations Product iterations seek to improve a product over time by making better versions of the product.
- Propitiation A payment to God to satisfy and remove his just wrath.
- protagonist The central character in a story with whom the audience empathizes. The protagonist often embodies the hero’s journey, navigating various conflicts and transformations throughout the narrative. A good protagonist has both struggles and growth.
- reciprocity When we get free things from others, the sense of obligation to return that favor or gift is quite strong. We feel like we owe them even if they were not expecting anything in return.
- right things first By focusing on uncovering your customer's needs first, before ideating solutions that meet those needs, you are doing the right things first.
- social proof Social proof asks, "What do people similar to me do in this situation?" People seek to feel safe when we don't know what they want. It's easy to assume others know more than we do in certain situations.
- unique value proposition A unique value proposition is a straightforward statement of what’s uniquely desirable about your solution. It's an assurance of value to be delivered that could be considered a customer's reason to buy. It's the difference in how you sell your solution.
- vertical market A vertical market is a market that focuses on a specific industry, niche, or group of businesses that share similar needs, products, or services. These markets are defined by the industry or sector in which customers operate, rather than by the types of products they purchase. The printing(...)
- whitelist A whitelisted email is an approved address or domain that bypasses spam filters to ensure direct inbox delivery.
- zombie startup A zombie startup is not dead, but not thriving either. It struggles to reach profitability, although it is covering basic operating expenses.
