Alan Klement is known for developing the theories of Jobs to be Done and Market Modernization and inventing new methodologies and methods for engineering growth. His latest venture is Revealed — a market research and growth guidance firm that helps organizations grow, align, and reveal market insights. He's the author of When Coffee and Kale Compete and is writing a sequel called Jobs to be Done: Understanding Needs. Predicting Adoption. It's due in Summer 2020. My conversation with Alan is broken down into two parts. In this episode, we discuss the Taylorism versus Humanism approach to explaining OKRs, and how understanding needs means understanding how they're created, how they grow and shrink, and get eliminated. We cover the "voice of the customer" and its flaws and how Lean startup solves problems that come with the "voice of the customer" approach.