A feature, capability, or resource that doesn't directly solve a customer problem but makes it possible for other solutions to work effectively. In Jobs-to-be-Done and Outcome-Driven Innovation, enablers facilitate the achievement of desired outcomes.
Enablers are often invisible to customers but critical for product success. They're the infrastructure, platforms, APIs, or capabilities that allow core features to function. For example, a payment gateway is an enabler for e-commerce - customers don't want the payment system itself, they want to complete purchases. In product strategy, enablers require investment but don't directly generate revenue, making them easy to under-prioritize. However, strong enablers create competitive moats and platform effects. The key is balancing investment in enablers (long-term leverage) with customer-facing features (short-term value).
Context: Cloud Computing
Cloud infrastructure enables thousands of companies to build products without managing servers - enabler for entire startup ecosystem
Context: Fintech
Payment processing API enables businesses to accept payments without building payment infrastructure
Context: Identity Management
Authentication protocol enables users to sign in with existing accounts, reducing friction across the web
Context: Platform Business
Distribution platform enables developers to reach customers, creating two-sided marketplace
The fundamental tasks, problems, or goals that customers are trying to accomplish in a given situation, independent of any particular solution or product.
The complete process of bringing a new product to market or improving an existing product, encompassing ideation, design, development, testing, and launch.
A condition or capability that allows a company to produce goods or services better or more cheaply than rivals, enabling it to generate more sales or superior margins.