Great to hear that you have been able to apply this new thinking to your businesses. What you descirbe in your article is what what Jobs to be Done theory is about: understanding what progress people want to make in their lives when they buy products and services. For more info, check out this primer here: https://jtbd.info/2-what-is-jobs-to-be-done-jtbd-796b82081cca

As you look to execute on your team’s or company’s growth goals for 2021, consider talking with people who entered the sales process with your company in 2020 but then dropped out along the way (aka “closed lost accounts” in Sales-speak). Why? …

If your 2021 goals include launching new products, and you are planning to set up experiments to test their demand (or viability) in the New Year, consider this: When you show prospects a simple statement describing your new product offering in isolation, you are disregarding how people shop for and…

The problem with the MVO and similar experiment methods is that they are trying to assess the viability of a new product offering in isolation and step by step. However, people don't buy products based on seeing an MVO statement (or by reviewing a set of features only). When shopping…

… because it will get in the way of making the right decisions for your business. I recently received an email from the CEO of a company whose product I had signed up to and tried out once some time ago. …

One of the exercises we do in our 1-day Jobs to be Done workshop is to help participants think differently about competition in order to identify growth opportunities for a business. This is a challenge because we are used to (or told to) keeping a close eye on companies, products…

When Alan Vanstone, Director of Product at Culture Trip, a growing travel startup with offices in London, New York and Tel Aviv, approached me, he wanted to gain a deeper understanding of why people take leisure trips and how Culture Trip and other travel products fit in. …

Changing your focus from delivering product features to delivering customer growth (progress) to increase revenues. — I recently conducted two Customer Jobs* research projects for companies selling SaaS products to small and large businesses. What I have come to realise — and want to advocate here — is: B2B companies are in the “Growth business”, i.e. they ought to be thinking about how they can help…

Ultimately, every company exists to serve its customers. Focussing on helping your customers become more successful at using your product is crucial if you want to build products that customers will buy and use. This is because your customers define the value of your product to them by measuring the…