Podcasts about jobs to be done

BONUS: Nesrine Changuel shares how to create product delight through emotional connection! In this BONUS episode we explore the book by Nesrine Changuel: 'Product Delight - How to make your product stand out with emotional connection.' In this conversation, we explore Nesrine's journey from research to product management, share lessons from her experiences at Google, Spotify, and Microsoft, and unpack the key strategies for building emotionally resonant products that connect with users beyond mere functionality. The Genesis of Product Delight "I quickly realized that there is something that is quite intense while building Skype... it's not just that communication tool, but it was iconic, with its blue, with ringtones, with emojis. So it was clear that it's not just for making calls, but also to make you feel connected, relaxed, and part of it." Nesrine's journey into product delight began during her transition from research to product management at Skype. Working on products at major companies like Skype, Spotify, and Google Meet, she discovered that successful products don't just function well—they create emotional connections. Her role as "Delight PM" at Google Meet during the pandemic crystallized her understanding that products must address both functional and emotional user needs to truly stand out in the market. Understanding Customer Delight in Practice "The delight is about creating two dimensions and combining these two dimensions altogether, it's about creating products that function well, but also that help with the emotional connection." Customer delight manifests when products exceed expectations and anticipate user needs. Nesrine explains that delight combines surprise and joy—creating positive surprises that go beyond basic functionality. She illustrates this with Microsoft Edge's coupon feature, which proactively suggests discounts during online shopping without users requesting it. This anticipation of needs creates memorable peak moments that strengthen emotional connections with products. Segmenting Users by Motivators "We can discover that users are using your product for different reasons. I mean, we tend to think that users are using the product for the same reason." Traditional user segmentation focuses on demographics (who users are) or behavior (what they do). Nesrine advocates for motivational segmentation—understanding why users engage with products. Using Spotify as an example, she demonstrates how users might seek music for specific songs, inspiration, nostalgia, or emotional regulation. This approach reveals both functional motivators (practical needs) and emotional motivators (feelings users want to experience), enabling teams to build features aligned with user desires rather than assumptions. In this segment, we refer to Spotify Wrapped.  The Distinction from Jobs To Be Done "There's no contrast. I mean to be honest, it's quite aligned, and I'm a big fan of the job to be done framework." While aligned with Clayton Christensen's Jobs To Be Done framework, Nesrine's approach extends beyond identifying triggers to practical implementation. She acknowledges that Jobs To Be Done provides the foundational theory, distinguishing between personal emotional motivators (how users want to feel) and social emotional motivators (how they want others to perceive them). However, many teams struggle to translate these insights into actual product features—a gap her Product Delight framework addresses through actionable methodologies. Navigating the Line Between Delight and Addiction "Building for delight is about creating products that are aligned with users' values. It's about aligning with what people really want themselves to feel. They want to feel themselves, to feel a better version of themselves." The critical distinction between delight and addiction lies in value alignment. Delightful products help users become better versions of themselves and align with their personal values. Nesrine contrasts this with addictive design that creates dependencies contrary to user wellbeing. Using Spotify Wrapped as an example, she explains how reflecting positive achievements (skills learned, personal growth) creates healthy engagement, while raw usage data (hours spent) might trigger negative self-reflection and potential addictive patterns. Getting Started with Product Delight "If you only focus on the functional motivators, you will create products that function, but they will not create that emotional connection. If you take into consideration the emotional motivators in addition to the functional motivators, you create perfect products that connect with users emotionally." Teams beginning their delight journey should start by identifying both functional and emotional user motivators through direct user conversations. The first step involves listing what users want to accomplish (functional) alongside how they want to feel (emotional). This dual understanding enables feature development that serves practical needs while creating positive emotional experiences, leading to products that users remember and recommend. Product Delight and Human-Centered Design "Making products feel as if it was done by a human being... how can you make your product feel as close as possible to a human version of the product." Nesrine positions product delight within the broader human-centered design movement, but focuses specifically on humanization at the product feature level rather than just visual design. She shares examples from Google Meet, where the team compared remote meetings to in-person experiences, and Dyson, which benchmarks vacuum cleaners against human cleaning services. This approach identifies missing human elements and guides feature development toward more natural, intuitive interactions. In this segment we refer to the books Emotional Design by Don Norman, and Design for Emotion by Aarron Walter..  AI's Role in Future Product Delight "AI is a tool, and as every tool we're using, it can be used in a good way, or could be used in a bad way. And it is extremely possible to use AI in a very good way to make your product feel more human and more empathetic and more emotionally engaging." AI presents opportunities to enhance emotional connections through empathetic interactions and personalized experiences. Nesrine cites ChatGPT's conversational style—including apologies and collaborative language—as creating companionship feelings during work. The key lies in using AI to identify and honor emotional motivators rather than exploit them, focusing on making users feel supported and understood rather than manipulated or dependent. Developer Experience as Product Delight "If the user of your products are human beings... whether business consumer engineers, they deserve their emotions to be honored, so I usually don't distinguish between B2B or B2C... I say like B2H, which is business to human." Developer experience exemplifies product delight in B2B contexts. Companies like GitHub have created metrics specifically measuring developer delight, recognizing that technical users also have emotional needs. Tools like Jira, Miro, and GitHub succeed by making users feel more competent and productive. Nesrine advocates for "B2H" (business to human) thinking, emphasizing that any product used by humans should consider emotional impact alongside functional requirements. About Nesrine Changuel Nesrine is a product coach, trainer, and author with experience at Google, Spotify, and Microsoft. Holding a PhD from Bell Labs and UCLA, she blends research and practice to guide teams in building emotionally resonant products. Based in Paris, she teaches and speaks globally on human-centered design. You can connect with Nesrine Changuel on LinkedIn.

Jobs To Be Done meets Object-Oriented UX! Sophia and JTBD legend, Jim Kalbach, nerd out on frameworks, the magic of teaching to learn, and evolving your process. It's a fun, honest convo about clarity, complexity, and cringey first diagrams. Enjoy! #UX #JTBD #OOUXLINKS:Check out the JTBD Toolkit!Connect with Jim on LinkedInJoin OOUX Foundations!Join the OOUX Forum!

In this powerful continuation of the conversation with Heather Physioc, we explore how AI is reshaping the SEO landscape and why human-centered strategy still matters. Heather shares her framework for applying "Jobs to Be Done" thinking in SEO, especially for small businesses and creators. From empathy maps to AI content sourcing, this episode is a must-listen for anyone navigating modern discoverability. We also dive into how platforms like ChatGPT, Gemini, and Perplexity are sourcing content—and what it means for brands big and small.

"مين هو عميلك الحقيقي؟"

What if your next career move wasn't about climbing the ladder—but making real progress toward a life of purpose? In this episode of Leveraging Thought Leadership, host Peter Winick sits down with Michael Horn—author, speaker, and co-founder of the Clayton Christensen Institute for Disruptive Innovation —to explore how thought leadership can transform education, careers, and the way we make big life decisions. Michael has spent decades applying the "Jobs to Be Done" framework—originally developed by Clayton Christensen—to help individuals and organizations rethink their goals. He's worked alongside entrepreneurs, university presidents, and innovators who are reshaping the future of learning and work. His latest book, "Job Moves: 9 Steps for Making Progress in Your Career", takes this powerful research and makes it personal—helping people make smarter, more fulfilling choices. We dig into how ideas evolve beyond their original intent. Christensen's theory of disruptive innovation started with disk drives, yet found its way into steel mills, education, and now career design. Michael shares how “Jobs to Be Done” is following a similar path, expanding from product design into deeply human territory—helping people identify the real motivations driving their decisions. We also tackle the big shifts in higher education. From universities facing demographic cliffs to the innovators thriving in the post-COVID landscape, Michael offers an unflinching look at what it takes for institutions to adapt—or be left behind. His insights bridge the gap between theory and practice, showing how thought leadership can both diagnose challenges and drive measurable change. This conversation is a masterclass in taking a proven idea, reimagining its applications, and building influence by serving a market that's ready for transformation. Whether you're leading an organization, shaping public policy, or charting your own next move, Michael's approach offers a blueprint for progress. Three Key Takeaways: • Decades of consulting experience can be distilled into a compelling book that captures proven strategies, lessons learned, and actionable insights for a targeted audience. • Translating expertise into thought leadership requires transforming complex, insider knowledge into clear, engaging narratives that resonate beyond your immediate industry. • A well-crafted book serves as a strategic asset, building credibility, expanding reach, and opening doors to new opportunities and revenue streams. If you enjoyed hearing Michael Horn unpack how big ideas like Jobs to Be Done can move from theory into real-world impact, you'll want to keep the momentum going with Liz Wiseman's episode, Taking Thought Leadership from Page to Practice. Both conversations dive into the art of translating deep expertise into actionable strategies that resonate beyond your immediate circle. Michael explored how to adapt proven frameworks to education, careers, and personal decisions. Liz builds on that by showing how to make your thought leadership stick—turning insights into tangible change within organizations. By listening to both episodes, you'll gain a powerful one-two punch: Michael's perspective on expanding the reach of great ideas, and Liz's blueprint for ensuring those ideas drive real, measurable results. Together, they'll give you fresh tools to move your own thought leadership from inspiration to implementation.

Bob Moesta is a renowned innovator and the co-creator of the Jobs to Be Done (JTBD) framework. As President of The ReWired Group and Research Fellow at the Christensen Institute, Bob has helped launch over 3,500 products. His latest book, Job Moves, offers a step-by-step roadmap for making meaningful career progress. With teaching experience at Harvard, MIT, and Kellogg School of Management, Bob equips leaders and sales professionals with the tools to understand human behavior, align roles with motivation, and foster authentic workplace success.SHOW SUMMARYIn this episode of Selling from the Heart, Larry Levine and Darrell Amy are joined by Bob Moesta, bestselling author and co-creator of the Jobs to Be Done Framework. Bob unpacks the concepts in his new book Job Moves, discussing why people really make career changes and how sales professionals can use these insights to connect more deeply with customers and team members. From aligning jobs with individual energy drivers to redefining job descriptions, Bob shares actionable wisdom for building trust, enhancing retention, and making authentic progress. KEY TAKEAWAYSSelling is about helping people make progress, not just pushing a product.People hire products to do a job—understanding the “why” behind decisions is key.Money isn't the biggest motivator—respect, fulfillment, and alignment matter more.Employees know early if a job fits; leaders must notice and act accordingly.Negotiating the scope of work, not just pay, leads to greater satisfaction.Job satisfaction increases when roles match a person's energy—not just skill set.}Hiring for strengths, not idealized roles, builds healthier teams.HIGHLIGHT QUOTESMoney is not the motivator—it's respect, fulfillment, and making progress.There are people out there who love to do the stuff that you suck at.Don't settle. Look inward. Find what you're great at and passionate about.If you just change that ratio to 50/50, you don't even think you're working.

This is an Impact Pricing Blog published on June 2, 2025, turned into an audio podcast so you can listen on the go. Read Full Article Here: https://impactpricing.com/blog/jobs-to-be-done-vs-problems-and-results-whats-more-useful-in-b2b/ If you have any feedback, definitely send it. You can reach us at mark@impactpricing.com.  Now, go make an impact.   Connect with Mark Stiving: Email: mark@impactpricing.com LinkedIn: https://www.linkedin.com/in/stiving/

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the first episode, covering why brand and performance are both important elements to consider in your overall B2B marketing strategy. They explore why companies must establish a presence in buyers' minds before they come into the market and highlight the cognitive differences between memory formation and responsive actions in marketing. Dale explains that 80-85% of B2B buyers have a pre-existing set of brands in mind before they even begin their purchasing journey, making brand recognition crucial. He also explains the science behind brand marketing that works to establish durable memory structures through distinctive brand assets like logos, mascots, and jingles, which create lasting emotional connections. Performance marketing, on the other hand, is focused on eliciting immediate actions from buyers, functioning best when informative and action-oriented.Tune in soon for part two of this enlightening episode.  Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing ______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the hosts:Matt SciannellaDale Harrison

Most SaaS companies know customer research matters, but too often, it becomes a one-off project or gets pushed down the list.  In this episode of In Demand, Asia and Kim break down how to make customer research a core part of your growth process. They share how their own approach to research sprints has evolved, what mistakes they made early on, and what they do now to consistently uncover insights that drive real decisions. You'll also learn how to structure a fast, effective sprint, when to run different types of interviews (from churn to win-loss), and how to turn interviews into strategy and not just documentation. Got a question you'd like Asia to unpack on the podcast? Record a voicemail here. Links:  DemandMaven Bob Moesta User Interviews Respondent.io  Wynter Chapters (00:01:00) - What Asia and Kim have changed about their original research interviews.(00:04:09) - How offering small incentives improved response rates and interview quality.(00:06:30) - Why letting clients watch live calls builds buy-in and alignment.(00:11:30) - Debriefing after every interview to map the four forces and pull insights from interviews.(00:15:15) - Going beyond the Jobs To Be Done research interview format to do UX interviews, churn interviews, and more.(00:18:55) - When does it make sense to use tools like userinterviews.com for interview candidates instead of going directly to your customers?(00:24:45) - Why gathering qualitative information is so important, especially for bootstrapped founders.(00:25:30) - What you can learn from churn interviews that you're missing with only a cancellation survey.(00:29:30) - Why win–loss and competitive intelligence interviews are underused growth tools.(00:34:10) - Budget-friendly recruiting tools to help you get started.

Join us in a transformative discussion with Tony Ulwick, who shares his expert insights on mastering innovation in the AI-driven world. Discover the importance of focusing on what customers truly need and how this can set your product apart. Explore the critical mindset shift from product features to job satisfaction, which could be the key to your next breakthrough. This episode is a treasure trove for anyone passionate about making a mark with innovation.

Guest: Google's NotebookLMIn this special episode of SaaS Backwards, we handed the mic to AI.We took our newest ebook on reviving inbound marketing—coming soon for download—and ran it through Google's NotebookLM to see what kind of podcast it could generate. The result? A surprisingly sharp—if occasionally cheesy—take on how B2B SaaS companies can reimagine their go-to-market strategies for today's buyer. You be the judge.The episode explores why the traditional inbound playbook is falling short and what CROs and CMOs must do to adapt. From the collapse of predictable revenue models to the rise of buyer-centric marketing, we break down how to align sales and marketing, test messaging organically, and coordinate campaigns across email, ads, and outreach.Key Takeaways:The old predictable revenue model no longer works in today's B2B SaaS landscapeBuyers now do deep independent research before ever talking to salesMarketing and sales alignment must happen before the formal buying process beginsJobs to Be Done and qualitative ICPs help create relevance and resonanceOrganic testing (especially on LinkedIn) is essential before scaling paid campaignsEmail, ads, and SDR outreach must be tightly coordinated around buyer triggersIf you're a SaaS leader looking to modernize your inbound strategy and connect with today's buyer, this episode offers a bold, practical roadmap—created by AI, guided by strategy.---Not Getting Enough Demos? Your messaging could be turning buyers away before you even get a chance to pitch.

If you've ever found yourself torn between chasing a long-term product vision and urgently responding to customer demands—or wondered how to strike the right balance between innovation and pragmatism—this episode is for you.In this episode of Supra Insider, Marc and Ben sit down with Troy Sultan and Austin Cooley, co-founders of Guide, to explore how they transformed their entire product philosophy from idealistic "big bets" into rapid, incremental solutions based on direct customer feedback. Over eight years as co-founders, Troy and Austin have navigated the common pitfalls of visionary product building, learning to validate product ideas faster, communicate clearly with customers, and shift their strategy to achieve real, measurable results.Whether you're a founder trying to align your product roadmap with sales insights, a product leader collaborating closely with visionary executives, or simply want to sharpen your ability to translate customer feedback into actionable decisions, you'll walk away from this conversation with practical insights you can use immediately to build products that customers genuinely love.All episodes of the podcast are also available on Spotify, Apple and YouTube.New to the pod? Subscribe below to get the next episode in your inbox

Es gibt viele Ansätze und Methoden im Vertrieb, aber einer sticht besonders heraus: die 'Jobs to be done'-Theorie. Dabei geht es nicht um Produkte, sondern um die eigentlichen Aufgaben, die Kunden erledigen wollen. Man fragt sich: Was wollen die Kunden wirklich erreichen? Denn nur wer die Beweggründe der Kunden versteht, kann auch ihnen das passende Angebot machen. Der Clou dabei ist, sich Gedanken darüber zu machen, wieso Kunden sich für ein bestimmtes Produkt oder eine Dienstleistung entscheiden. Komm in die Community Vertrieb/Verkauf: stephanheinrich.com/skool  "Jobs to be done" konzentriert sich auf die Aufgaben, die Kunden erledigen wollen. Im B2B-Vertrieb ist es wichtig, die tieferen Bedürfnisse der Geschäftskunden zu erkennen. Statt Fakten in den Vordergrund zu stellen, zählt das Verständnis der Kundenbedürfnisse. Die Theorie hilft, bessere und gezieltere Angebote zu entwickeln. Erfolgreiche Unternehmen nutzen dieses Wissen, um Differenzierungen im Markt zu schaffen. Übersichtlichkeit und Klarheit im Angebot fördern den Verkaufsprozess. Beispiele aus der Praxis zeigen, dass tiefere Einsichten in Kundenbedürfnisse oft zum Verkaufserfolg führen. Jetzt kundengerecht verkaufen: Hier erfahren Sie mehr über den erfolgreichen Einsatz von 'Jobs to be done' im B2B-Vertrieb. 

Justin is joined by Jim Kalbach - author, speaker, and leading voice in strategy and innovation - to demystify Jobs to Be Done (JTBD), a powerful framework that's still underutilized in the marketing world. Jim explains how JTBD moves beyond traditional product thinking by focusing on the core outcomes customers seek to achieve, whether in daily life or professional settings. He shares actionable ways JTBD can drive innovation, align cross-functional teams, and sharpen customer focus.Whether you're in marketing, product, or leadership, this conversation will help you rethink how your organization defines value - from the customer's perspective.Guest BioJim Kalbach is a noted author, speaker, and instructor in innovation, design, and the future of work. He is currently Chief Evangelist at Mural, the leading online whiteboard.Jim is the author of several books: Designing Web Navigation (O'Reilly, 2007), Mapping Experiences, 2nd Ed. (O'Reilly, 2020), and The Jobs To Be Done Playbook (Rosenfeld, 2020). In 2023 he co-authored Collaborative Intelligence (Wiley, 2023) with Mariano Battan. Jim is also the Co-founder and Principal at the JTBD Toolkit, an online resource with learning, training, and content.TakeawaysJTBD helps organizations uncover what customers really want to achieve - not just what products do.Success lies in separating your solution from the customer's actual goal.Understanding unmet needs can create more resonant marketing and better product-market fit.JTBD can foster cross-functional alignment with a shared language across product, marketing, and sales.The core "job" customers want to complete remains timeless, even as technology changes.Chapters00:00 Welcome and Introduction to Jim Kalbach 01:04 What is Jobs To Be Done? 02:07 The Drill vs. the Hole Analogy 03:45 Why Focusing on Jobs Unlocks Innovation 05:52 The Role of Time in B2B Buyer Behavior 08:00 Timeless Nature of Customer Jobs 09:51 Fixing the Agency Pitch Problem with JTBD 11:20 The Power of Diagnosing Unmet Needs 13:25 Creating Cross-Team Alignment Through Shared Language 16:04 Building JTBD as an Organizational Muscle 17:28 Jim's Writing Process and Book Journey 21:18 Collaborating with Practitioners and the JTBD Toolkit 24:32 Why Teaching Sharpened Jim's Expertise 26:00 Where to Learn More: JTBD Toolkit & LinkedIn 27:14 Closing Thoughts and Sign-off⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Jim on LinkedIn here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Follow Justin on LinkedIn here⁠

In this episode, Mike Simmons—founder of Catalyst and go-to-market strategist—joins us to break down how great meetings, clear processes, and intentional systems can make or break a revenue org. From applying the Jobs-To-Be-Done framework to meetings, to building sales stages that actually reflect probability, Mike shares practical strategies, frameworks, and whiteboard-worthy insights for go-to-market and RevOps leaders navigating change. This one's for the operators, the thinkers, and the builders.

Episode web page: https://bit.ly/4d2nCOx ----------------------- Got a question? Want to recommend a guest? Or do you want to tell me how the show can be better?  Send me a voice message via email at podcast@usertesting.com ----------------------- In this episode, UserTesting's Lija Hogan sits down with Jim Kalbach, Chief Evangelist at Mural and author of The Jobs to Be Done Playbook, to discuss how the “Jobs to Be Done” framework can transform UX and business strategy in today's growth-focused world. Jim unpacks how this mindset helps teams align around real customer needs and bridge the gap between design and business outcomes. He also shares insights on leveraging AI as a tool to enhance—not replace—human-centered research. Jim reflects on his career journey, his passion for experience mapping, and how reframing UX from a cost-saving function to a growth driver can earn teams greater influence in their organizations. Plus, he explains why empathy shouldn't stop at the customer—UX teams need to understand their business stakeholders just as deeply. Key takeaways: The evolution of jobs to be done from boardroom strategy to everyday design practice Why UX teams need to speak the language of business—and how the word “growth” can open doors How to gain executive buy-in by aligning with business goals and showing proof of impact Tips for using AI to support jobs-to-be-done research and scale customer insights The future of UX: creating more human-centric organizations by democratizing research mindsets Resources & Links: Connect with Jim Kalback on LinkedIn Jim's JTBD Playbook and Mapping Experiences books Mural Connect with Lija Hogan on LinkedIn Learn more about Insights Unlocked: usertesting.com/podcast

On the podcast, I talk with Daphne about why skipping user interviews is costing you growth, how to bring your product's ‘aha moment' forward into your marketing, and why your assumptions about why people use your app might be wrong.Top Takeaways:

What do candy bars, couches, and car dealerships have in common? For Andrew Glaser, they're all opportunities to understand how real people make decisions — and why most product teams get those decisions wrong.   In this episode, Andrew shares his journey from hedge fund manager to product strategist, and now founder of Swizzle, an AI product built around Jobs to Be Done (JTBD) thinking. He opens up about how false positives, feature bloat, and over-reliance on personas lead teams down the wrong path — and what it really takes to make something customers will hire. We get into the guts of JTBD, from how to know when you've hit causality in an interview, to why understanding tradeoffs is more useful than knowing demographics. Andrew shares practical frameworks and surprising stories — including what Snickers can teach you about product-market fit, why most sofas don't sell, and how Intercom 15x'ed revenue just by reframing how they talked about their product.  Whether you're building software or selling furniture, this conversation will challenge how you think about customer insight — and give you tools to sharpen your product bets. Inside the episode… Why false positives in customer research can wreck a strategy How JTBD helped turn around a billion-dollar furniture retailer The 4 real jobs behind buying a sofa  Snickers vs. Milky Way: A JTBD breakdown of context and tradeoffs What most people get wrong about customer interviews Why personas don't drive decisions — and what actually does How Intercom used JTBD to grow from $5M to $75M Using AI to support high-consideration decisions How to know what your product is allowed to suck at Why survey data without context leads to bad bets     Mentioned in this episode Andrew's Startup Swizzl -  https://swizzl.ai/ Andrew's cofounder Bob Moesta - https://therewiredgroup.com/about/bob-moesta/ Clay Christensen's HBR article: “Know Your Customers' Jobs to Be Done” - https://hbr.org/2016/09/know-your-customers-jobs-to-be-done “Demand-Side Sales” by Bob Moesta - https://www.amazon.com/dp/1544509987/?bestFormat=true&k=demand%20side%20sales%20101&ref_=nb_sb_ss_w_scx-ent-pd-bk-d_de_k0_1_12&crid=8C2BLR9H1HF6&sprefix=demand%20side%20 “Competing Against Luck” by Clayton Christensen - https://www.amazon.com/Clayton-Christensen-Competing-Against-%E3%80%902018%E3%80%91/dp/B07KPWQQY3/ref=sr_1_2 Unlock the full potential of your product team with Integral's player coaches, experts in lean, human-centered design. Visit integral.io/convergence for a free Product Success Lab workshop to gain clarity and confidence in tackling any product design or engineering challenge. Subscribe to the Convergence podcast wherever you get podcasts including video episodes to get updated on the other crucial conversations that we'll post on YouTube at youtube.com/@convergencefmpodcast Learn something? Give us a 5 star review and like the podcast on YouTube. It's how we grow.   Follow the Pod Linkedin: https://www.linkedin.com/company/convergence-podcast/ X: https://twitter.com/podconvergence Instagram: @podconvergence

Episode SummaryIn this episode of OnBase, host Chris Moody is joined by Alison Mendoza to dive into the power of the Jobs-to-be-Done (JTBD) framework and its transformative impact on innovation, marketing, and product strategy. Alison shares her non-linear journey into R&D, how her background in linguistics shapes her collaboration with engineers, and how JTBD allows companies to avoid blind spots and uncover real customer needs.Listeners will gain insights into how Honeywell uses behavioral science and JTBD to drive meaningful product adoption, why traditional voice-of-customer methods often fall short, and how AI is unlocking strategic work by automating repetitive tasks. From uncovering misaligned innovation strategies to empowering teams through better language and observation, this episode is a masterclass in modern customer-centric thinking.Key takeaways:Jobs-to-be-Done (JTBD) vs. Hypotheticals: JTBD eliminates guesswork by focusing on observable behaviors, not hypothetical customer desires.Behavioral Science + JTBD = Impact: The fusion of decision-making psychology with JTBD drives better adoption and product-market fit.Innovation Pitfalls: Over-reliance on competitor analysis or legacy processes can limit true innovation.Speak Their Language: Product teams must translate customer outcomes into language engineers can act on.AI for Strategic Work: Honeywell's $120M in AI-driven savings shows how tech can free time for impactful, strategic work.Quotes:“We don't really have to worry about product-market fit if we've built a product on the Jobs-to-be-Done framework.”“If you use AI for simple tasks, it will give you simple output. Use it for complex challenges—like segmentation or positioning—and you'll see exponential value.”Best Moments Tech recommendations:⁠⁠Notebook LM (Google)⁠⁠: A powerful AI research assistant ideal for strategic marketing and A/B testing.Resource recommendations:⁠⁠Thinking, Fast and Slow⁠⁠ by Daniel KahnemanBooks by ⁠⁠Jonah Berger⁠⁠ – Practical marketing playbooks from the Wharton professor⁠⁠321 Newsletter by James Clear⁠⁠ – Weekly insights on habits, strategy, and self-improvementLeaders to follow:⁠⁠Chandler Stillman⁠⁠– Director, Marketing & Customer Experience at ADDMAN⁠⁠Liz Schmittou⁠⁠– Brand & Marketing Content Leader at ADDMAN⁠⁠Emily Carr⁠⁠– Consulting Account Lead at Google⁠⁠00:30⁠⁠Alison's global career journey from flight attendant to R&D innovatorBest moments:⁠⁠03:00⁠⁠JTBD explained and why most voice-of-customer methods fall short⁠⁠08:30⁠⁠How to bridge engineering and customer outcomes with the right language⁠⁠14:00⁠⁠The synergy between behavioral science and JTBD in shaping innovation⁠⁠16:40⁠⁠Honeywell's AI success: $120M saved through automation and productivity tools⁠⁠20:20⁠⁠The evolving challenges of B2B marketing and the role of dynamic contentAbout the guest:Alison is the Global Sr. Director of Innovation at Honeywell International, leading innovation and growth across the Honeywell portfolio of businesses. With over 15 years of global experience, she integrates customer-centric expertise in aerospace and advanced technology sectors. Alison is also a member of the Strategic Communications Committee at AUVSI and actively recruits for the Honeywell Political Action Committee. She shares insights on innovation, communication, persuasion, and leadership in her LinkedIn blogs.⁠⁠Connect with Alison⁠⁠.

The Economic Policy Institute estimates there are 2.4 million employees in U.S. agriculture and Purdue finds that 40% of new ag jobs go unfilled. One entrepreneur is turning to computer vision, artificial intelligence and robotics – maybe a little autonomy – to try to address these challenges facing farmers. Mike Jacob, founder and CEO of TerraForce, joins to talk farmer-led innovation, solving for the labor gap and jobs to be done. We get into: The overview of the farm labor market, its challenges and where TerraForce specifically focuses right now in the specialty melon crop market What challenges face melon producers when it comes to harvest How Mike sees this new era of AI and computer vision shaping precision in agbioscience innovation What TerraForce does, solving labor challenges and how they plan to tackle a real problem facing farmers Mike gets into seeing his first melon harvest, identifying the problem to be solved and innovating from there The criticality of melons – yes melons – to make an impact on his community as an entrepreneur Where the TerraForce product sits today and how regional producers are the critical testbed to the company's success TerraForce's recent fundraise and what it will enable them to do Mike's take on the ag's jobs to be done: ag becoming less optimized and finding ways to become more resilient to big changes

The Economic Policy Institute estimates there are 2.4 million employees in U.S. agriculture and Purdue finds that 40% of new ag jobs go unfilled. One entrepreneur is turning to computer vision, artificial intelligence and robotics – maybe a little autonomy – to try to address these challenges facing farmers. Mike Jacob, founder and CEO of TerraForce, joins to talk farmer-led innovation, solving for the labor gap and jobs to be done. We get into:  The overview of the farm labor market, its challenges and where TerraForce specifically focuses right now in the specialty melon crop market What challenges face melon producers when it comes to harvest How Mike sees this new era of AI and computer vision shaping precision in agbioscience innovation What TerraForce does, solving labor challenges and how they plan to tackle a real problem facing farmers Mike gets into seeing his first melon harvest, identifying the problem to be solved and innovating from there The criticality of melons – yes melons – to make an impact on his community as an entrepreneur Where the TerraForce product sits today and how regional producers are the critical testbed to the company's success TerraForce's recent fundraise and what it will enable them to do Mike's take on the ag's jobs to be done: ag becoming less optimized and finding ways to become more resilient to big changes 

Facilitation isn't just about guiding a process—it's about creating meaning. And in this episode, Jim Kalbach, author of The Jobs To Be Done: Align Your Markets, Organization, and Strategy Around Customer Needs, shares how facilitation and Jobs to Be Done (JTBD) go hand in hand.We dive into the art of moving from insight to action, exploring how facilitators and leaders can use JTBD to break through assumptions, foster collaboration, and design experiences that truly serve the people they're meant for.Jim shares his own journey—from journey mapping to facilitation—revealing how shifting the focus from solutions to human needs changes everything.Find out about:Why facilitation isn't just about neutrality—it's about shaping meaningful outcomesThe power of customer journey maps as tools for conversation and sense-makingHow Jobs to Be Done helps teams focus on real human needs, not just solutionsWhy co-creation leads to better collaboration, alignment, and decision-makingHow to avoid “workshop amnesia” and keep momentum alive after a sessionPractical ways to embed customer-centric thinking into everyday workDon't miss the next episode: subscribe to the show with your favourite podcast player.Links:Watch the video recording of this episode on YouTube.Jobs to be Done ToolkitConnect to GUEST:Jim on AmazonLinkedIn Support the show✨✨✨Subscribe to our newsletter to receive a free 1-page summary of each upcoming episode directly to your inbox, or explore our eBooks featuring 50-episode compilations for even more facilitation insights. Find out more:https://workshops.work/podcast✨✨✨Did you know? You can search all episodes by keyword to find exactly what you need via our Buzzsprout page!

A ton of people I speak to in B2B talk about the JTBD approach. So I had to bring on Bob because I have many questions. Bob Moesta is an entrepreneur and innovator known for his Jobs-To-Be-Done (JTBD) theory. He started 10 companies and is currently the Co-Founder of the Re-Wired Group.Here's what we cover:Define Jobs-To-Be-Done (JTBD) for someone unfamiliar with it;How sales and buying aren't the same and why that matters;Where did JTBD Theory come from;People don't buy things, they hire to help them make progress;Deconstructing the parts of JTBD: push, pull, friction, habit, frame the solution;Should we trust what our customers say;How many customers do you need to talk to for good insights;Which customer insights to ignore;Bob walks me through an example for a company using the JTBD Theory;What's the most important question to ask in customer interviews;How to dig for energy in customer interviews;Mistakes people make when implementing the JTBD framework;The Jobs To Be Done Handbook is from 2014, what has changed about the way you think about and apply JTBD;How do you see JTBD fitting into the context of AI and automation.Bob on LinkedIn: www.linkedin.com/in/bobmoestaThe Re-Wired Group: therewiredgroup.comFor more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter.Anna on LinkedIn: ⁠www.linkedin.com/in/annafurmanov⁠Website: ⁠furmanovmarketing.com

Bob Moesta, co-creator of the Jobs to Be Done framework, recently published a new book, Job Moves. Drawing from interviews with over 1,000 people about their career transitions, it offers a practical playbook for career development. In our conversation, we discuss:• The four different “quests” that drive career changes• Why job features (salary, title) matter less than experiences• How to identify what gives you energy vs. drains you• The power of taking a “jobcation”• A template for crafting your career story• Tips for hiring and retaining great talent• The importance of prototyping potential careers• Much more—Brought to you by:• Eppo—Run reliable, impactful experiments• Vanta—Automate compliance. Simplify security• OneSchema—Import CSV data 10x faster—Find the transcript at: https://www.lennysnewsletter.com/p/how-to-find-work-you-love-bob-moesta—Where to find Bob Moesta:• X: https://x.com/bmoesta• LinkedIn: https://www.linkedin.com/in/bobmoesta/• Website: https://www.jobmoves.com/• Podcast: https://pca.st/gg6goo1n—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Bob's background(05:10) Bob's new book, Job Moves(09:31) Job features vs. job experiences(11:16) Four reasons people leave jobs(17:20) Energy drivers and energy drains(31:05) Prototyping your next job(34:32) Pushes and pulls(40:01) Understanding that no job is perfect(43:18) Taking a jobcation(51:22) Finding the right next step(55:18) Navigating job applications and interviews(58:28) How to craft your career story(01:04:04) Strengths and weaknesses: leveraging your superpowers(01:06:21) Hiring and writing job descriptions(01:11:20) Self-awareness and founding a startup(01:21:24) Conclusion and final thoughts—Referenced:• The ultimate guide to JTBD | Bob Moesta (co-creator of the framework): https://www.lennysnewsletter.com/p/the-ultimate-guide-to-jtbd-bob-moesta• Ethan S. Bernstein on LinkedIn: https://www.linkedin.com/in/ethanbernstein/• National Geographic: https://www.nationalgeographic.com/• Radical Candor: From theory to practice with author Kim Scott: https://www.lennysnewsletter.com/p/radical-candor-from-theory-to-practice• Building a long and meaningful career | Nikhyl Singhal (Meta, Google): https://www.lennysnewsletter.com/p/building-a-long-and-meaningful-career• The Story Spine (also known as Pixar's Story Structure): https://www.storyprompt.com/blog/the-story-spine-also-known-as-pixars-story-structure• Tobi Lütke on LinkedIn: https://www.linkedin.com/in/tobiaslutke• Job Moves resources: https://www.jobmoves.com/resources• Why Employees Quit: https://hbr.org/2024/11/why-employees-quit—Recommended book:• Job Moves: 9 Steps for Making Progress in Your Career: https://www.amazon.com/Job-Moves-Making-Progress-Career/dp/0063283581—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.—Lenny may be an investor in the companies discussed. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

BRX Pro Tip: Jobs to Be Done Theory Explained Stone Payton: And we are back with Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, thank goodness you’re such a prolific reader, and you capture so much, and return it to the organization and share it with our community. Give us […]

In this episode of the Volunteer Nation Podcast, Tobi dives into the art of expanding volunteer roles within nonprofits. Inspired by a recent workshop, she breaks down the essential steps to designing an effective volunteer program that truly meets organizational needs. From setting clear volunteer goals to brainstorming new roles, aligning with volunteer interests, and collaborating with colleagues, Tobi shares a practical, step-by-step approach to unlocking the full potential of volunteer talent. Full show notes: 146. Expanding Volunteer Jobs to Be Done at Your Nonprofit Thanks for listening to this episode of the Volunteer Nation podcast. If you enjoyed it, please be sure to subscribe, rate, and review so we can reach more people like you who want to improve the impact of their good cause. For more tips and notes from the show, check us out at TobiJohnson.com. For any comments or questions, email us at WeCare@VolPro.net.

Join us for a thought-provoking discussion with Jen Blatz as we reimagine the role of personas in UX design. Discover how the Jobs to Be Done framework can lead to more meaningful, user-centric strategies that align with real-world needs. The post 109. Personas vs Jobs to Be Done: A UX Showdown with Jen Blatz appeared first on Beyond UX Design.

Join us for a thought-provoking discussion with Jen Blatz as we reimagine the role of personas in UX design. Discover how the Jobs to Be Done framework can lead to more meaningful, user-centric strategies that align with real-world needs. The post 109. Personas vs Jobs to Be Done: A UX Showdown with Jen Blatz appeared first on Beyond UX Design.

A truly customer-focused content strategy is the cornerstone of good customer experiences.  Over the past 25 years, Rob Punselie has developed and honed content discovery research methods based on time-tested usability knowledge and the Jobs to Be Done product-development framework.  This approach has helped him consistently deliver to his clients effective and durable content and customer experience strategies. https://ellessmedia.com/csi/rob-punselie/

Mike Simmons explores the art of effective meetings using a "Jobs to Be Done" framework. As a leadership coach and expert in organizational dynamics, Mike breaks down common meeting challenges, offers actionable strategies, and introduces practical tools for fostering clarity, engagement, and collaboration. Three Key Quotes from Mike Simmons "Clarity is key—if you don't have a specific objective for the meeting, you're setting everyone up for frustration." "Stop combining decision-making, information-sharing, and collaboration into one meeting—it wastes time and energy." "Leverage the collective intelligence of your team to solve problems and design solutions collaboratively." Mike dissects meeting inefficiencies and introduces an approach that leverages a "Jobs to Be Done" framework to improve the effectiveness of your meetings. Categorizing meetings into decision-making, information-sharing, and collaborative types. By avoiding multitasking and fostering clarity, leaders can eliminate wasted time, enhance engagement, and drive meaningful outcomes. Tools like guided whiteboard sessions and clear next steps improve team alignment and accountability. Five Key Takeaways Define Meeting Objectives Clearly Meetings without objectives lead to confusion and wasted time. Use tools like a call plan to set the purpose and desired outcomes. Align the team on specific goals before starting. Different Types of Meetings Serve Different Purposes Decision-making: Share criteria and ensure alignment in advance. Information-sharing: Prepare pre-read materials and anticipate Q&A. Collaboration: Solve problems, design solutions, or align strategies as a group. Avoid Combining Meeting Types Multitasking meetings dilute focus and reduce effectiveness. Assess each meeting's purpose and categorize accordingly. Create specialized agendas for each meeting type to enhance efficiency. Clarify and Assign Next Steps Use tools like color-coded notes or whiteboards to document decisions. Specify “who will do what by when” to ensure accountability. Publicly document agreements to eliminate misunderstandings. Harness the Power of Collaboration Guided whiteboard sessions enhance problem-solving and team cohesion. External facilitators can neutralize biases and encourage fresh perspectives. Leverage team diversity to innovate and tackle complex challenges effectively.

Gosia Smoleńska: Growing Trust As A Product Owner, A PO Superpower Read the full Show Notes and search through the world's largest audio library on Scrum directly on the Scrum Master Toolbox Podcast website: http://bit.ly/SMTP_ShowNotes. The Great Product Owner: The Trust-Building Product Owner Gosia illustrates the characteristics of an exemplary Product Owner. These individuals build trust with their teams, challenge ideas respectfully, and maintain transparency about their concerns. Great POs actively seek feedback, clearly communicate the customer's voice, and leverage tools like Jobs To Be Done to align features with the company's strategy. Inviting customers to share their experiences with the team ensures that development stays user-focused and relevant. The Bad Product Owner: The Anti-Pattern of Control In The PO Role In contrast, Gosia describes a Product Owner who undermined team trust by changing estimation figures without the team's knowledge. During a meeting focused on affinity estimation for an upcoming release, the PO erased the team's work and provided altered estimates to the business. This action broke trust and disenfranchised the team, showcasing an anti-pattern where the PO assumes control rather than fostering team ownership. Such behavior can lead to decreased morale and a lack of transparency. Self-reflection Question: How do you ensure your actions as a Product Owner build trust and foster collaboration within your team? [The Scrum Master Toolbox Podcast Recommends]

Mike Simmons explores the intersection of leadership and meetings, focusing on how intentional planning and effective communication transform gatherings into powerful catalysts for success. He shares insights on running impactful meetings, leveraging collaboration, and cultivating leadership from self-awareness to organizational influence. 3 Key Quotes from Mike Simmons "Leadership starts with self. Once you lead yourself well, you earn the right to lead others." "Design backward and execute forward—clarity on objectives leads to impactful meetings." "Collaboration thrives when the right people are in the room, listening and engaging authentically." In this episode, Mike shares how leadership principles can transform meetings into catalysts for action. From decision-making to collaboration, he outlines strategies to align teams, solve problems, and achieve goals. Mike highlights tools like guided whiteboard sessions and the importance of starting with self-leadership to build stronger, thriving organizations. Find Your Catalyst at https://www.findmycatalyst.com/ 5 Key Takeaways Leadership in Meetings Effective leadership starts with self-awareness and self-confidence. Leading others is earned through personal growth and success. Leadership extends from individuals to teams, then organizations. Types of Meetings Decision-making: Provide clarity and criteria for group choices. Information-sharing: Engage through Q&A while conveying structured content. Collaboration: Solve problems or align on strategies collectively. Meeting Design Principles Have a call plan: Know objectives, participants, and desired outcomes. Design backward: Plan meetings to achieve specific next steps. Limit action steps: Keep follow-ups focused and manageable. Guided Whiteboard Sessions Enhance engagement using visual collaboration tools. Leverage group intelligence to align on tactics and strategies. Outside facilitators bring unbiased perspectives to problem-solving. Event and Meeting Preparation Define goals: Outline clear objectives for every interaction. Utilize tools: Event apps can facilitate connections and planning. Be curious: Engage with others authentically to build lasting relationships. Schedule a Guided Whiteboard Session with your team at https://www.findmycatalyst.com/whiteboard

This interview was recorded at GOTO Amsterdam for GOTO Unscripted.http://gotopia.techRead the full transcription of this interview here:https://gotopia.tech/articles/329Flavia Naezer - Product Thinker, Public Speaker, ArtistJulian Wood - Serverless Developer Advocate at AWSRESOURCESFlaviahttps://github.com/flavianaezerhttps://www.linkedin.com/in/flavia-naezer-449b285https://x.com/flaviasomethingJulianhttps://twitter.com/julian_woodhttp://www.wooditwork.comhttps://www.linkedin.com/in/julianrwoodLinkshttps://dl.acm.org/doi/pdf/10.1145/3595878https://www.designcouncil.org.uk/our-resources/the-double-diamondDESCRIPTIONExplore the evolving relationship between technology and product management with Julian Wood and Flavia Naezer. Discover how Flavia's tech and product expertise highlights the need for user-centric design thinking and thorough research in developing internal tools and platforms.Discover how Julian and Flavia explore the intersection of tech and product management, highlighting the importance of user-centric design and thorough research in developing internal tools and platforms.RECOMMENDED BOOKSMarty Cagan • Inspired • https://amzn.to/4e5l2r2Anthony W. Ulwick • Jobs to Be Done • https://amzn.to/4elaVhuGregor Hohpe • Enterprise Integration Patterns, Vol 2 • https://amzn.to/3TNedQ3Gregor Hohpe • Platform Strategy • https://amzn.to/4fPLW7pStephanie Stimac • Design for Developers • https://amzn.to/3EhuN4TGene Kim, Jez Humble, Patrick Debois, John Willis & Nicole Forsgren • The DevOps Handbook • https://amzn.to/3WBjzCMMatthew Skelton & Manuel Pais • Team Topologies • http://amzn.to/3sVLyLQGene Kim, Nicole Forsgren & Jez Humble • Accelerate • https://amzn.to/3WCG5uTMarty Cagan • Empowered • https://amzn.to/42kuKAjTwitterInstagramLinkedInFacebookLooking for a unique learning experience?Attend the next GOTO conference near you! Get your ticket: gotopia.techSUBSCRIBE TO OUR YOUTUBE CHANNEL - new videos posted daily!

Erik Bernhardsson, the CEO and co-founder of Modal Labs, joins Tristan to talk about Gen AI, the lack of GPUs, the future of cloud computing, and egress fees. They also discuss whether the job title of data engineer is something we should want more or less of in the future. Erik's not afraid of a spicy take, so this is a fun one.  For full show notes and to read 6+ years of back issues of the podcast's companion newsletter, head to https://roundup.getdbt.com. The Analytics Engineering Podcast is sponsored by dbt Labs.

Episode web page ----------------------- Rate Insights Unlocked and write a review If you appreciate Insights Unlocked, please give it a rating and a review. Visit Apple Podcasts, pull up the Insights Unlocked show page and scroll to the bottom of the screen. Below the trailers, you'll find Ratings and Reviews. Click on a star rating. Scroll down past the highlighted review and click on "Write a Review." You'll make my day. ----------------------- Show Notes Podcast Episode: Understanding User Needs with Rhiannon White, Chief Product Officer at Clue In this episode of the Insights Unlocked podcast, host Kerry Johnstone from UserTesting sits down with Rhiannon White, the Chief Product Officer at Clue, a women's health app with over 10 million users globally. Rhiannon shares her journey from political marketing and roles at BBC to leading product development at Clue, offering a unique perspective on how diverse experiences shape great product leadership. Key Themes: Career Journey and Curiosity About People: Rhiannon discusses her eclectic career and the common thread of curiosity about human behavior that has driven her work. Whether in marketing or product management, understanding people's needs, problems, and desires has been central to her approach to creating successful user experiences. Bringing Insights to Product Leadership: Rhiannon shares a key moment in her career when she realized that shipping products was not enough—she needed to bring deeper insights to the table. By reconnecting with her passion for user research, she now spends time every week directly interviewing customers, a practice she refers to as her “Friday treat,” to stay grounded in the user experience. Jobs to Be Done Framework: One of the focal points of the conversation is how Clue uses the “Jobs to Be Done” framework to guide product decisions. Rhiannon explains how Clue's users have four core needs: trust, orientation (understanding what's happening to them), empowerment (knowing what actions to take), and comfort (feeling connected and not alone). These “jobs” help the team at Clue prioritize product features that address real user pain points and deliver meaningful value. Understanding Subjective User Needs: An interesting revelation from the framework was the subjectivity around accuracy, where users with highly regular cycles might have different perceptions of accuracy compared to users with irregular cycles. This insight has helped Clue refine its product approach, ensuring that the app remains valuable to a wide range of users. Combining Emotional and Functional Needs: Rhiannon discusses how Clue integrates emotional needs, like trust and comfort, with functional aspects of the product. She gives examples of product features, such as pain tracking, that help users feel validated and connected while also providing actionable insights to improve their health management. User Research as an Ongoing Practice: Instead of thinking of research as project-based, Rhiannon stresses the importance of continuous user research. This iterative approach, including fast unmoderated testing, allows Clue's team to keep refining and improving their product without slowing down development. The Role of AI and Human Connection: While AI is seen as a useful tool for processing data, Rhiannon emphasizes the irreplaceable value of direct human connection in product development. She advocates for staying close to users and cautions against over-relying on abstracted data or tools that disconnect product teams from real user emotions and experiences.

In this episode, we interview Kavi Kardos, Director of Organic Growth at KlientBoost, a performance marketing agency. Kavi brings her wealth of experience in content marketing and SEO to discuss how the “Jobs to Be Done” framework can supercharge your content strategy. What you'll learn in this episode: • How to create content that resonates with customer pain points and aspirations. • Strategies for collaborating with customer-facing teams to gather actionable insights. • The importance of addressing top- and middle-of-funnel content beyond product features. • Methods for measuring success when content doesn't have a direct revenue tie. Visit Kavi's website as well: https://kavikardos.com

IN CLEAR FOCUS: In the first episode of our seventeenth season, guest Stefan F. Dieffenbacher discusses innovation strategies for business growth. With 90 percent of innovation initiatives failing, Stefan shares insights from his book, "How To Create Innovation" and introduces us to the UNITE framework. We learn why Stefan favors the Jobs To Be Done approach over traditional Buyer Personas, how the Culture Canvas fosters innovation, and ways that AI can be used to support true differentiation.

Welcome to Season 2 of The Decoding Story-Based Marketing Podcast! We're excited to have Ben Handzo, Principal at Setpiece Product Consulting, join us this season as we bring you intriguing conversations to help you reach your marketing potential. In today's episode, we're talking about Jobs To Be Done and Storybrand and what go-to-market leaders can learn from these powerful frameworks. We also talk about what TV shows we're currently loving!

In this video, we dive deep into how to use Jobs to Be Done (JTBD) keywords for your blog content to drive higher conversions. 

Why You Can't-Miss This EpisodeDiscover the transformative power of the "Jobs to Be Done" framework with Eckhart Boehme, as he shares invaluable insights on customer behavior and strategy implementation.About the GuestEckhart Boehme has more than 30 years of global experience in marketing, product management and skills development. Eckhart, an 18+ year Microsoft veteran, was last working as the Curriculum Architect for the Marketing Excellence Team at Microsoft HQ. Today, he is the founder and managing director of the boutique strategy consulting firm unipro solutions and an internationally recognized expert on Jobs to Be Done. Eckhart was the mastermind behind the Wheel of Progress® Canvas - a JTBD-based tool for structuring qualitative customer research. He is also the developer of the Customer Progress Design® method and is teaching classes about The Wheel of Progress at Rhein-Main University of Applied Sciences, Wiesbaden Business School and Michigan State University.Relevant Linkshttps://www.linkedin.com/in/eckhartboehme/https://www.unipro-solutions.comEpisode SummaryIn this episode, Eckhart Boehme delves into the "Jobs to Be Done" framework, a revolutionary approach to understanding customer behavior by identifying the underlying purposes behind their actions. He explains how this methodology goes beyond traditional customer segmentation, offering a more profound understanding of customer needs and motivations. Eckhart shares his journey, from his industrial engineering background to his extensive work with Microsoft, and how he became passionate about Jobs to Be Done.Eckhart provides concrete examples, including his project with Frankfurt Airport, where the implementation of this framework led to significant strategic shifts and improved customer satisfaction. He emphasizes the importance of considering both functional and emotional jobs, highlighting how understanding these elements can lead to better product and service development. The discussion also covers the challenges organizations face when adopting this framework and how to overcome them, ensuring that companies can effectively leverage Jobs to Be Done to drive innovation and customer satisfaction.Top 3 Key LearningsUnderstanding Customer Purpose: The Jobs to Be Done framework helps uncover the true reasons behind customer behaviors, leading to more targeted and effective solutions.Holistic Customer Segmentation: Moving beyond demographics and traditional segmentation, this approach considers functional, emotional, and social aspects of customer jobs.Strategic Alignment: Implementing Jobs to Be Done can align organizational efforts across marketing, sales, and development, enhancing overall customer experience and business outcomes.Chapters00:00 Introduction 01:30 About Eckhart Boehme 04:42 Jobs to Be Done Framework Explained 11:23 Case Study: Frankfurt Airport 17:24 Measuring Success in Jobs to Be Done 20:06 Overcoming Challenges in Adoption 27:54 Relevance to Customer Experience 29:31 Future of Customer Experience 30:39 Golden Nugget Your feedback is invaluable to us, and we would love to hear your thoughts. Please take a moment to follow and subscribe to the podcast on your preferred platform:Apple Podcast: https://apple.co/3qYr4nh Spotify: https://bit.ly/3GhCGXeCXGK

Curious about how user research shapes OneDrive? In this episode of Sync Up, Stephen Rice, Arvind Mishra, and Rachel Hungerford dive into the world of UX research! Discover how the team gathers insights to improve your OneDrive experience, from Home to Sharing to much more! Research is key to how we learn and evolve the product to meet our users' needs, so don't miss out on these fascinating behind-the-scenes stories!   Click here for transcript of this episode.    Stephen Rice | LinkedIn | co-host Arvind Mishra | LinkedIn | co-host Rachel Hungerford | LinkedIn | guest OneDrive | Twitter | Blog | Newsletter Referenced Square Hole Video Microsoft OneDrive Blog home page: Microsoft Community Hub OneDrive Office Hours Sign Up Microsoft Podcasts – Stay connected, informed, and entertained with original podcasts from Microsoft Microsoft Adoption Podcast + Video page Microsoft Community Learning - YouTube Sync Up on YouTube

You encounter problems every day - big and small, in life and in business. You can solve the ones you care about most if you use a little design thinking. A business lesson from disrupting a dater's zombie swipe mode while on Tinder The best thinking frameworks to create a better work environment for yourself Why learning to play poker makes you a better decision-maker -- Jon's next book, The Obvious Choice, published by HarperCollins, is now available for preorder on Amazon in Hardcover, Kindle, and Audio. Please preorder your copy today. -- FREE GIFT - Get a free copy of the Wealthy Fit Pro's Guide to Getting Clients and Referrals (digital and audio. Sells for $22.99 on Amazon.) HOW - Rate / review this podcast, take a screenshot, and send it to obviouschoicepod@gmail.com -- Hosts: @itscoachgoodman @fitnessjonestraining @amberreynolds.me -- Join 72,000+ trailblazers, leaders, and coaches who fuel up with our low-stress, high-impact 5 REPS FRIDAY newsletter at www.5repsfriday.com. The Obvious Choice podcast is presented by QuickCoach - free, professional software for fitness and nutrition coaches that elevates the value of what you do. Join 35,000+ coaches and get your account today at www.quickcoach.fit.

Today we have another episode of Better Done Than Perfect. Listen in as we talk to Carolyn Beaudoin, co-founder of Boxcar Agency. You'll learn about their Hybrid One Reader approach, tips for structuring your homepage and dedicated solution pages, how to use customer call recordings as copywriting material, and more.Please head over to the episode page for the detailed recap and key takeaways.Show notesBoxcar AgencyCopyhackersProven Ideas for A/B Testing with Sahil PatelJTBD for User Onboarding with Ramli JohnUncovering Customer Insights Using JTBD with Aggelos MouzakitisThe Copywriting Formula: Features — Advantages — Benefits (FAB)Demand Side Sales – a book by Bob MoestaGet Boxcar Agency's free resources for BDTP listenersFollow Carolyn on LinkedInThanks for listening! If you found the episode useful, please spread the word about this new show on Twitter mentioning @userlist, or leave us a review on iTunes.SponsorThis show is brought to you by Userlist — an email automation platform for SaaS companies. Onboard, engage, and nurture your customers, as well as marketing leads. To follow the best practices, download our free printable email planning worksheets at userlist.com/worksheets.Interested in sponsoring an episode? Learn more here.Leave a ReviewReviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here's how.

How do you develop your messaging to serve multiple segments at once? In this episode, we talk to Carolyn Beaudoin, co-founder of Boxcar Agency. You'll learn about their Hybrid One Reader approach, tips for structuring your homepage and dedicated solution pages, how to use customer call recordings as copywriting material, and more.Visit our website for the detailed episode recap with key learnings.Boxcar AgencyCopyhackersProven Ideas for A/B Testing with Sahil PatelJTBD for User Onboarding with Ramli JohnUncovering Customer Insights Using JTBD with Aggelos MouzakitisThe Copywriting Formula: Features — Advantages — Benefits (FAB)Demand Side Sales – a book by Bob MoestaGet Boxcar Agency's free resources for BDTP listenersFollow Carolyn on LinkedInThanks for listening! If you found the episode useful, please spread the word about the show on Twitter mentioning @userlist, or leave us a review on iTunes.SponsorThis show is brought to you by Userlist — an email automation platform for SaaS companies. Onboard, engage, and nurture your customers, as well as marketing leads. To follow the best practices, download our free printable email planning worksheets at userlist.com/worksheets.

In this episode, Mike Belsito sits down with Bob Moesta, one of the early pioneers of the Jobs to Be Done framework, to dive deep into what Jobs to Be Done is all about. Bob shares his wealth of knowledge on how to truly understand your customers by looking at the world through their eyes and examining the progress they are trying to make in their lives when they "hire" a product. From key concepts like struggling moments, pushes, pulls, and anxiety to best practices for conducting in-depth customer interviews, Bob provides a masterclass on Jobs to Be Done. While sharing examples from his work with companies like Basecamp and Intercom, Bob emphasizes that Jobs to Be Done is a powerful tool in the product manager's toolbox for uncovering insights that lead to designing better product experiences. This episode is a must-listen for anyone looking to build products that customers will love. This podcast is brought to you by: INDUSTRY: The Product Conference: Join hundreds of Product Managers and Product Leaders this September 23-25, 2024 for INDUSTRY. Save $100 when you use the code Rocketship. Gigantic: Upskill your team with real-world, practical video-based training on topics like Product Strategy, Product Leadership, AI for Product Managers, and more. Rocketship is brought to you by Evergreen Podcasts.

Most lawyers think of their intake form as something that they need to send to the client so they can get the information they need to actually do the legal work their client requires. But what if we shifted the perspective and instead asked the question, "What is the job that my client is hiring my intake form to do?"Tune in this week to gain a deep understanding in "Jobs To Be Done" Theory and unlock hidden client needs in the process. You'll learn how to better understand the job that your client is hiring your product to accomplish, as well as get clarity around the scope of competition for your products and services, so you can innovate the products and services you offer in your law practice to better meet your clients' needs.For full show notes, transcript, and more information, visit: https://www.agileattorney.com/18Start your Agile transformation today and check out these free resources to help you and your team develop a more Agile legal practice: https://www.agileattorney.com/start

This Week in Startups is brought to you by… Hubspot for Podcast Networks - Looking to up your marketing game? Check out the podcast: Marketing Against the Grain: https://lnk.to/h3vKHnTW. Hosted by Hubspot CMO Kipp Bodnar and Zapier CMO Kieran Flannigan. They bring you the latest in marketing trends, growth tactics and innovation. “The Best AI Tools For Marketers In 2024” episode: https://www.youtube.com/watch?v=DeeVKUuEv6Y. Available on all your favorite podcast apps. LinkedIn Jobs. A business is only as strong as its people, and every hire matters. Go to LinkedIn.com/TWIST to post your first job for free. Terms and conditions apply. Zendesk. The best customer experiences are built with Zendesk. Qualifying startups can join their Startup program and get Zendesk products free, for six months! Visit http://www.zendesk.com/twist today to get started. * Todays show: Bob Moesta joins Jason to discuss important customer interview methods, such as the concept and importance of deep listening (7:21), quantitative vs. qualitative and hypothesis-building research (13:08), “The jeweller effect” and building trust (37:47), and more! * Timestamps: (0:00) Bob Moesta of the Re-Wired Group joins Jason. (2:33) Jumping into Bob's origin stories and the early lessons that shaped his career. (4:59) Unpacking the concepts of “the customer is not always right” and that they don't actually know what they want. (7:21) The concept and importance of deep listening. (8:52) Bob's use of “the death day” and learning the value of time. (10:57) Hubspot for Podcast Networks - Marketing Against the Grain: https://lnk.to/h3vKHnTW. “The Best AI Tools For Marketers In 2024” episode: https://www.youtube.com/watch?v=DeeVKUuEv6Y (13:08) Quantitative vs qualitative and hypothesis-building research. (16:51) Bob's four amazing mentors and how they turned him from an illiterate eighteen-year-old into an innovation machine. (20:16) LinkedIn Jobs - Post your first job for free at https://www.linkedin.com/twist (21:40) The dangers of identifying personas and “the secret sauce”. (26:08) Drawing importance from the “irrational decision”, as context drives the rationale. (28:28) Bob explains his approach to interviews. (31:00) Zendesk - Get six months free at http://www.zendesk.com/twist (32:32) Applying these concepts to a customer buying a diamond or health care. (37:47) “The jeweller effect” and how do you cause trust? (40:48) Making people problem aware. (47:45) Applying the fact that people learn out of routine to the electric car customer. (54:18) The concept of nostalgia. (1:03:08) Bob's current book he is writing about what causes someone to leave one company and go to another. (1:15:57) At what stage is a company that hires the Re-Wired Group? * Check out The Re-Wired Group: https://www.anomalo.com/ Check out Bob's website and publications: https://www.bobmoesta.com/ * Check out Founder Fridays: https://www.founderfridays.tech/ * Subscribe to This Week in Startups on Apple: https://rb.gy/v19fcp * Follow Bob: X: https://twitter.com/bmoesta?lang=en LinkedIn: https://www.linkedin.com/in/bobmoesta/ * Follow Jason: X: https://twitter.com/Jason LinkedIn: https://www.linkedin.com/in/jasoncalacanis * Thank you to our partners: (10:57) Hubspot for Podcast Networks - Marketing Against the Grain: https://lnk.to/h3vKHnTW. “The Best AI Tools For Marketers In 2024” episode: https://www.youtube.com/watch?v=DeeVKUuEv6Y (20:16) LinkedIn Jobs - Post your first job for free at https://www.linkedin.com/twist (31:00) Zendesk - Get six months free at http://www.zendesk.com/twist * Great 2023 interviews: Steve Huffman, Brian Chesky, Aaron Levie, Sophia Amoruso, Reid Hoffman, Frank Slootman, Billy McFarland * Check out Jason's suite of newsletters: https://substack.com/@calacanis * Follow TWiST: Substack: https://twistartups.substack.com Twitter: https://twitter.com/TWiStartups YouTube: https://www.youtube.com/thisweekin Instagram: https://www.instagram.com/thisweekinstartups TikTok: https://www.tiktok.com/@thisweekinstartups * Subscribe to the Founder University Podcast: https://www.founder.university/podcast

What if the key to creating truly innovative products and solutions lies at least as much in uncovering the deep emotional and attitudinal needs of your customers as in mastering technology? Eckhart Boehme, founder and managing director of Unipro Solutions, shares his approach to putting Clayton Christensen's Jobs to Be Done framework into practical use. Eckhart demonstrates how in-depth interviews with customers and their families can reveal the underlying personal experiences, emotions, and desires that truly motivate people to seek out and purchase products or services. With these insights in hand, companies often uncover fundamentally different needs than they first anticipated, sometimes even opening up new markets or uses for their products. We also discuss Eckhart's Wheel of Progress model, which he designed to reveal the hidden layers of reasoning behind customer decisions. It provides a systematic way to deconstruct customer narratives and identify the jobs that are most likely to drive customer decisions along their cyclical journeys. Learn how this model segments the customer journey into phases of motivation, decision-making, and action. He brings this all to life with a compelling case study about finding a senior living place for an elderly loved one, revealing a hidden but critical job to be done: giving the elderly parent a sense of purpose. Our conversation also lays bare some common pitfalls when applying the Jobs to Be Done framework, such as focusing too narrowly on functional jobs while missing the bigger picture of the customer's overarching goals and emotional needs. Guest: Eckhart Boehme, Founder and Managing Director, Unipro Solutions Host: Rob Markey, Partner, Bain & Company Give Us Feedback: We'd love to hear from you. Help us enhance your podcast experience by providing feedback here in our listener survey. Want to get in touch? Send a note to host Rob Markey: https://www.robmarkey.com/contact-rob Time-stamped list of topics covered [1:19] How Jobs to Be Done goes deeper than traditional customer needs analysis [3:02] Clarifying what Jobs to Be Done entails and why it's a game changer [6:08] The Wheel of Progress model and its role in dissecting customer decisions [10:41] Applying Jobs to Be Done in complex customer service scenarios [15:00] The practical steps and challenges in implementing this framework [20:14] Examples of transformative customer insights derived from in-depth interviews [22:10] Strategies for businesses to effectively harness Jobs to Be Done [30:54] Future trends and directions in customer experience research Time-stamped list of notable quotes: [6:26] “You want to understand where the story starts. What [event] triggered people [wanting to conduct] research and go through pain. Understanding what triggers people have is very valuable because then you can start building a relationship—even before people have started going to a search engine to look for a solution." [7:51] “When we look at the customer journey, we call it ‘the cycle of progress' because we think that people make progress in cycles." [16:01] "We try to design our offerings and the marketing and sales processes to focus on helping customers make progress.” [24:23] “Jobs to Be Done helps you to do the right thing and design thinking helps you to do things right." Additional Resources: Learn more about Eckhart's Wheel of Progress Learn more about HBS professor Clay Christensen's Jobs to Be Done Theory and his famous story about how to improve milkshake sales

We've all heard about the Jobs to Be Done framework - but do you know how to really make the most of it? We went straight to the source - Bob Moesta, who developed the approach alongside Harvard Business School's Clayton Christensen - to really get into the approach.In this episode, we cover: How to get started with JTBD - and what to do after you've conducted a bunch of interviews.Case studies, including SAAS, candy bars, and selling houses.When not to use the approachAnd the mistakes that most people make.Featured Links: Follow Bob on LinkedIn | The Re-Wired Group | Jobs To Be Done website | Buy the'Never Split The Difference'  book by Chris Voss and Tahl Raz | Buy the 'Job Moves' book by Ethan Bernstein, Michael B. Horn and Bob MoestaOur HostsLily Smith enjoys working as a consultant product manager with early-stage and growing startups and as a mentor to other product managers. She's currently Chief Product Officer at BBC Maestro, and has spent 13 years in the tech industry working with startups in the SaaS and mobile space. She's worked on a diverse range of products – leading the product teams through discovery, prototyping, testing and delivery. Lily also founded ProductTank Bristol and runs ProductCamp in Bristol and Bath. Randy Silver is a Leadership & Product Coach and Consultant. He gets teams unstuck, helping you to supercharge your results. Randy's held interim CPO and Leadership roles at scale-ups and SMEs, advised start-ups, and been Head of Product at HSBC and Sainsbury's. He participated in Silicon Valley Product Group's Coaching the Coaches forum, and speaks frequently at conferences and events. You can join one of communities he runs for CPOs (CPO Circles), Product Managers (Product In the {A}ether) and Product Coaches. He's the author of What Do We Do Now? A Product Manager's Guide to Strategy in the Time of COVID-19. A recovering music journalist and editor, Randy also launched Amazon's music stores in the US & UK.

Thomas Arnett is a senior research fellow in education at the Clayton Christensen Institute for Disruptive Innovation. He is the author of a new paper on why parents choose microschools, entitled: Families on the New Frontier: Mapping and Meeting the Growing Demand for Unconventional Schooling. *** Sign up for Kerry's free, weekly email newsletter on education trends at fee.org/liberated.