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We don't understand our users deeply enough

By
Mukund Kabra

Deep understanding comes from knowing the job users hire your product to do, not just what features they use. Study the progress they are trying to make, what they used before you and what would make them switch away.

Category:
Positioning
Reading time:
2
min read
Published on:
October 24, 2026
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Positioning
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We don't understand our users deeply enough

We don't understand our users deeply enough

Problem

You know what users click. You do not know what they are trying to achieve.

Feedback arrives as feature requests and complaints, and the team builds what is asked for. Yet the product never quite fits, and competitors keep winning customers you thought you understood.

The surface is well mapped. What sits underneath is not.

Insight

Customers do not want your features. They want progress in their lives or work.

Understanding the job behind the use, the situation, the goal and the alternatives, explains why some features matter and others are ignored. It also shows who you really compete with.

That insight shapes the product, the message and the price.

How we approach it

We dig into the job your product does for people.

  1. We interview customers about the situation that led them to you and what they used before.
  2. We map the progress they want and what gets in the way.
  3. We turn the findings into clear priorities for product and marketing.

Your team builds and sells for what customers are really trying to do.

Tags:  
Growth Narrative Design; Company Story; Vision Alignment; Investor Messaging; Strategic Storytelling; Narrative Strategy
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