---
product_id: 113602516
title: "When Coffee and Kale Compete: Become great at making products people will buy Paperback – March 21, 2018"
brand: "alan klement"
price: "€ 25.66"
currency: EUR
in_stock: true
reviews_count: 13
url: https://www.desertcart.es/products/113602516-when-coffee-and-kale-compete-become-great-at-making-products
store_origin: ES
region: Spain
---

# When Coffee and Kale Compete: Become great at making products people will buy Paperback – March 21, 2018

**Brand:** alan klement
**Price:** € 25.66
**Availability:** ✅ In Stock

## Quick Answers

- **What is this?** When Coffee and Kale Compete: Become great at making products people will buy Paperback – March 21, 2018 by alan klement
- **How much does it cost?** € 25.66 with free shipping
- **Is it available?** Yes, in stock and ready to ship
- **Where can I buy it?** [www.desertcart.es](https://www.desertcart.es/products/113602516-when-coffee-and-kale-compete-become-great-at-making-products)

## Best For

- alan klement enthusiasts

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- Trusted alan klement brand quality
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## Description

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## Images

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## Customer Reviews

### ⭐⭐⭐⭐⭐ 







  
  
    The lessons are subtle, yet important. Don't innovate without it
  

*by E***A on Reviewed in the United States on September 3, 2020*

If you want a crash course in innovation and a UX approach that drives business success, then try When Coffee and Kale Compete."Abandon every MBA, all you who enter..." - Alan KlementAlan Klement's take on Customer Jobs principles challenges what people may understand as a job to be done, or what progress really looks like in a customer's life. It's quite a refreshing read. The case studies are chosen for a reason, so don't gloss over at even the most basic one.Klement cements his idea in the fact that customer progress is more of an ideal in the customer's mind than it is a specific task or job that needs to be done. Providing a solution for a job to be done is a transformative process that the customer participates in. It's a true principle that can be applied to nearly any product or existing solution to a job to be done. ChotuKool is a particularly good example, and is displayed in comparison to Clayton Christensen's take on the subject.Klement identifies that a product's value is placed in a customer's ability to attain life progress by using it. There is a system that customers inherently use to attain life progress. And, a product is a system within the system, etc.Customer Jobs pulls from multiple sources to support its theories, and I think they are well presented in this book.Pick it up, you will learn something about marketplace competition and product design.

### ⭐⭐⭐⭐⭐ 







  
  
    A fantastic overview of how customers think and what they really want from your products and services.
  

*by B***E on Reviewed in the United States on January 27, 2022*

This book solved a job I had to be done - namely to try and create better value propositions and fit them into a working business model. I’d been a fan of the Strategyzer canvases for these things, but got frustrated by the fact I couldn’t pin down a value proposition that hooked my customer profiles.I’d misunderstood the Jobs to be done section of the canvas - focusing on activities the customer did not the underlying progress they wanted to make from performing these activities.This book has opened my eyes and I’m looking forward to applying the thinking from now on.

### ⭐⭐⭐⭐⭐ 







  
  
    How This Book Helped Me
  

*by E***C on Reviewed in the United States on June 9, 2018*

I first read this book a few years ago while Alan was in the process of writing it. I have now read it many, many times over the years.When I first read it, I had been working in the custom enterprise software space for nearly 20 years (as a developer, designer, consultant, manager, etc) and wanted to make a switch toward working with more traditional products. One of the biggest challenges for me as I made that transition was overcoming the habits I had developed when writing custom software requirements. Even complex requirements were relatively easy to document, validate, and develop against. I could not possibly use the same process for designing software that would be sold to a global markett. Also, I had limited experience with marketing and selling a product.Jobs to be Done seemed like a silver bullet -- a way of thinking that I could use to design, market, and sell products. But JTBD was not very popular yet and it was hard for me to find written material to learn about the theory and how others had applied it.It was a huge relief then to find Alan's book. In it, he takes the time to detail the principles of JTBD and to share the stories of how several people applied that way of thinking to products and services they were working on.This book has been a tremendous help to me as I worked through and ompleted the transition out of custom software and in to products.[Disclaimer: I met and got to know Alan as he was writing this book. Our professional relationship has been fruitful as we have collaborated on several projects and continue to work closely.]

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*Product available on Desertcart Spain*
*Store origin: ES*
*Last updated: 2026-02-04*