![]() ![]() I am sure you know Uber-the popular app that allows you to get a ride through your mobile phone.Īnd, even though these ways exist-and knowing that some of them are even cheaper-you will still choose Uber instead. Let me illustrate this with a simple example. Products and services that are truly successful are usually the ones that do a specific job well. Let me put it this way: your customers’ jobs are things they have to do, but they wouldn’t mind if there was someone else who could do it for them. People will buy your product because it will help them with a job they need to get done. As Alan Klement, the author of “When coffee and kale compete” said in our interview, people will buy your product because it will help them make progress. They are also not going to buy your product because of your pricing strategy or business model. If this is what you thought so far, then you are just competing against luck. In its simplest form, the JTBD framework says that people won’t buy your products just because they happen to fall into your target audience. How understanding needs can improve the customer experience.How important market research is in that process,.What makes people buy certain products,. ![]() ![]() The importance of understanding what potential customers want,. ![]() Professor Clay Christensen has talked about: The Jobs-To-Be-Done theory was popularized by Professor Clayton Christensen from Harvard Business School. Only through outcome-driven innovation you can drive disruptive innovation in your industry.Īnd, that’s exactly what the theory of Jobs-To-Be-Done is all about. They should also be the guiding light for your marketing plan, sales strategy and overall, your Go-to-Market plan.Īlso, even though most growth strategies are tactics-driven, they should be outcome-driven. That’s particularly useful in our days because it shifts your marketing strategy to a Go-to-Market strategy (GTM Strategy) when every function participates in customer acquisition.Ĭustomer’s needs should be your first priority and it should guide everything that you are doing on a product level. Identifying customer needs and customer wants, is one of the best ways to attain outcome-driven innovation and gain a competitive advantage.Įssentially, what you are building next or what you’ve built already is based on the outcome and not on assumptions on what may be useful.
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