Most of the time we buy products we do it based on their appeal. We rarely ask about how good do they fit our daily lives. 

The marketers behind most products wanna sell to you the idea of a better you. Buy these Nike shoes and you will be fit. Buy Microsoft Office and your productivity will soar. We seem to believe that our lack of fitness or productivity comes from a lack of better tools. 

People building products may know about the jobs-to-be-done framework. In a nutshell the theory is people are deploying your products to get certain jobs done. This framework can easily be applied to making smarter purchases.