What is Bio-Cost?
A term coined by Paul Pangaro, Hugh Dubberly, and CJ Maupin which refers to the biological cost associated with making something happen.
A term coined by Paul Pangaro, Hugh Dubberly, and CJ Maupin which refers to the biological cost associated with making something happen.
SubscribeAs part of the process for defining, researching and creating a product, service or experience that brings value to your target audience and results in a return on investment you must discover pain-points, needs and jobs that are currently carried out by customers.
A way to do this is to identify the Bio-Cost associated with an action.
Bio-cost is a concept introduced by Paul Pangaro, Hugh Dubberly, and CJ Maupin in their article 'Bio-cost: An Economics of Human Behavior,' which discusses the biological cost involved in human actions and decisions. This concept was introduced to me by my professor, Steven Dean, who taught us about its significance and applications.
These insights can be illustrated in a persona, user journey map, service blueprint, empathy map or value proposition canvas.
Examples of Bio-Costs
- To get a NYC taxi, you have to raise your arm on the street and wait. Uber resolves this Bio-Cost.
- To eat a meal you have to buy the ingredients and cook the food. Seamless resolves this Bio-Cost.
- To build a website you require in-depth knowledge and to put in hours of development. Squarespace resolves this Bio-Cost.
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