You might assume that a milkshake’s job is to be a special treat to cap off a meal. While it is true that many parents offer shakes as an after-dinner family treat, this restaurant learned that almost half of their shake customers were using them for a different job — to make their long morning commutes more interesting. People felt their trips were more enjoyable as they sipped milkshakes while moving through traffic.
Doing two jobs at once sounds great, but that usually means at least one job isn’t being done particularly well. In this case, parents didn’t like how long it took their kids to drink the shakes. Yet that was one of the key features for the commuters.
The restaurant chain realized they needed two different products to do the two different jobs well. They decided to further improve the shake for the commuters by making it even thicker, adding more chunks and moving the shake machine to the front of the stores for the fast on-the-go service that commuters wanted. They then needed to market a wholly different dessert product to kids and their parents.
When you truly understand what job people are really truing to get done by using your product, then you can focus your efforts on meeting that need.