Podcasts about jtbd

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

Hey, it's Anna, and today I want to talk about something I've been quietly refining over the last five years, working with founders and marketing teams. It's called Whole-Person Customer Research and it's the foundation for how I help startups get clarity on their positioning, messaging, GTM and content strategy.For 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

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

PMF is MIA without JTBD. Make sense? :DThe "job to be done" sits at the core of my customer's use of my product. I need to understand it to understand them. To fathom their needs.This week, I'll share how I approach that — and why it's taken me years to get here.The blog post: https://thebootstrappedfounder.com/the-job-to-be-done-understanding-customer-value-communication/The podcast episode: https://tbf.fm/episodes/388-the-job-to-be-done-understanding-customer-value-communicationCheck out Podscan, the Podcast database that transcribes every podcast episode out there minutes after it gets released: https://podscan.fmSend me a voicemail on Podline: https://podline.fm/arvidYou'll find my weekly article on my blog: https://thebootstrappedfounder.comPodcast: https://thebootstrappedfounder.com/podcastNewsletter: https://thebootstrappedfounder.com/newsletterMy book Zero to Sold: https://zerotosold.com/My book The Embedded Entrepreneur: https://embeddedentrepreneur.com/My course Find Your Following: https://findyourfollowing.comHere are a few tools I use. Using my affiliate links will support my work at no additional cost to you.- Notion (which I use to organize, write, coordinate, and archive my podcast + newsletter): https://affiliate.notion.so/465mv1536drx- Riverside.fm (that's what I recorded this episode with): https://riverside.fm/?via=arvid- TweetHunter (for speedy scheduling and writing Tweets): http://tweethunter.io/?via=arvid- HypeFury (for massive Twitter analytics and scheduling): https://hypefury.com/?via=arvid60- AudioPen (for taking voice notes and getting amazing summaries): https://audiopen.ai/?aff=PXErZ- Descript (for word-based video editing, subtitles, and clips): https://www.descript.com/?lmref=3cf39Q- ConvertKit (for email lists, newsletters, even finding sponsors): https://convertkit.com?lmref=bN9CZw

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.

Why do people listen to podcasts? And why do they listen to YOUR podcast (or one like yours)? It turns out, the answers to these questions can be found in a nerdy, obscure marketing concept called Jobs to Be Done Theory. Jobs to Be Done Theory origins date back to the 1930s, but was more fully developed by Harvard Business School researched Clayton Christiansen—primarily through an iconic case study about milkshakes… and how people don't buy milkshakes for the obvious reasons you might think.But JTBD applies to much more than milkshakes. In fact, it applies to every product, service, piece of content—including podcasts—that any of us spend time, money, or attention to consume. In this episode, we'll break down how to apply JTBD theory to boost the effectiveness of your marketing by aligning your content, messaging, and packaging with the job your listeners are seeking out a show to do.

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!

El 95% de los directivos de empresas B2B creen que los clientes cambian más rápido de los que ellos pueden adaptarse como empresa. Mientras, un 72% de los compradores B2B afirman que los factores externos les influyen más que nunca en su comportamiento de compra. ¿Qué podemos hacer frente a esto? A primera vista, ser una empresa centrada en el cliente nos puede ayudar sin duda a adaptarnos más rápidamente a estos cambios. Pero, ya nos es suficiente con tener en cuenta los JTBD funcionales que tiene que hacer nuestro cliente, sino que tenemos que tener en cuenta sus trabajos emocionales y sociales así como el contexto de su sector. Y a esto se le llama Life centricity o empresas centradas en la vida de los clientes. Este término acuñado por Accenture hace unos años reúne a un número cada vez mayor de empresa que no solo se centran en cumplir con las necesidades funcionales de sus clientes, sino que ven al cliente de una forma más holística. Si no quieres perderte nada, suscríbete en leticiadelcorral.com/gratis    

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

Ever wondered what makes customers choose one product over another? It's not always about flashy features or marketing hype. It's about solving their problems and fulfilling their needs. In this episode of Startuprad.io, we delve into the fascinating world of Jobs to Be Done (JTBD) with the creator of the theory himself, Tony Ulwick. Tony Ulwick, the founder and CEO of Strategyn and a renowned innovation expert, takes us on a journey through the JTBD framework. Discover how this customer-centric approach can revolutionize your product development process, helping you identify the "jobs" customers are "hiring" your product to do. Our Sponsor Vanta Make compliance simple—get $1,000 off now at vanta.com/startupradio In this episode, you'll learn: The core principles of JTBD and how it differs from traditional market research. How to identify and prioritize customer needs using the JTBD framework. Practical steps to implement JTBD in your product development process. Real-world case studies of companies successfully using JTBD to create winning products. The benefits and challenges of the JTBD approach. Prepare to be inspired and challenged as Tony shares his insights on: Why most product development efforts fail. The importance of understanding customer motivations. How to segment markets based on unmet needs. The role of AI in the future of JTBD. This episode is a must-listen for: Entrepreneurs and product managers looking to build better products. Marketers seeking to understand customer behavior. Innovators and change-makers who want to create products that truly matter. Anyone interested in the future of product development and customer-centricity. Tune in now and discover the secrets to building products that customers truly love! Show Notes: Guest: Tony Ulwick, Founder and CEO of Strategyn Topics: Jobs to Be Done (JTBD), Outcome-Driven Innovation (ODI), Customer Needs, Product Development, Innovation, Market Research Links: Strategyn: https://www.strategyn.com/ Jobs to Be Done website: https://jobstobedone.org/ Tony Ulwick's books on Amazon: https://www.amazon.com/Tony-Ulwick/e/B001H6MZJC Free eBook/Audiobook: https://jobstobedonebook.com/ Blog post: http://startuprad.io/post/jobs-to-be-done-a-framework-for-building-better-products Interested in Working with us? Have a look here: https://www.passionfroot.me/startupradio

Cómo dijo Isaac Newton todos estamos subidos a hombros de gigantes. Y estos son mis gigantes: Clayton Christensen: estrategia JTBD C. F. Kurtz y D. J. Snowden: Cynefin W. Chan Kim y Renée Mauborgne: Estrategia de los océanos azules Hamilton Helmer: Las 7 fuerzas de Helmer Richard Rumelt : The Kermel Donella Meadows: Thinking in systems Si quieres saber cómo y cuando los uso y cuáles son los pros y contras de sus modelos estratégicos, no te pierdas el pódcast. Me encantaría saber quienes son tus gigantes. Si quieres sentir la alegría de tener un plan claro que seguir suscríbete a leticiadelcorral.com  

 La teoría de los JTBD junto a la de los océanos azules, son las dos estrategias que más han cambiado la forma que tenemos de encarar la estrategia. Los JTBD primero supusieron una forma diferente de segmentar a nuestros clientes. En vez de segmentarlos por razones psicográficas o filmográficas, empezamos a segmentar por empresas o personas que tuvieran los mismos trabajos. Que buscaran los mismos objetivos, resultados o vencer las mismas restricciones. Y a desarrollar productos y servicios en consecuencia. Con el tiempo, esta teoría no solo se ha utilizado para la segmentación o creación de productos, sino para el diseño de experiencias de cliente y conseguir empresas centradas en el cliente. En este pódcast, explico como hacer entrevistas JTBD y toda la teoría que hay detrás. Si quieres no perderte nada suscríbete en https://leticiadelcorral.com/gratis/      

Guest: Beth McHugh, Fractional Product LeaderWhen deals stall, buying committees often default to doing nothing. Why? Because they didn't all agree that the problem was worth solving.In this episode, Beth McHugh explains why pain points alone rarely drive action and how the Jobs to Be Done (JTBD) methodology identifies the “struggling moments” that compel prospects to move forward. These critical moments are when a prospect or team collectively decides that a problem can no longer be ignored.Beth shares why JTBD is, in her view, the most effective way to uncover the true motivations behind customer decisions. Beyond improving product-market fit, she highlights how JTBD creates alignment across sales, marketing, and product teams, ensuring everyone is focused on what truly matters to customers.Key Takeaways:Struggling Moments vs. Pain Points: Not all pain points are actionable. JTBD uncovers the struggles customers are motivated to resolve.Driving Differentiation: JTBD helps identify where your product stands out by focusing on the jobs customers are trying to accomplish.Faster Product-Market Validation: With JTBD, you can prioritize development efforts that directly address critical customer needs, reducing wasted resources.Tune in to learn how to move beyond surface-level insights and position your SaaS offering as the solution customers can't ignore.---Thanks for listening to the SaaS Backwards Podcast, brought to you by Austin Lawrence Group. We help SaaS firms reduce churn, accelerate sales, and generate demand. Learn more at AustinLawrence.com.---Is your messaging a sales ally or sneaky saboteur? Let us help with our free messaging audit.We'll look at your website's messaging, content, and conversion potential from the eyes of today's buyer and deliver a presentation with new combinations to more sales conversations and demos. And the best part? It's absolutely free. Get started today!

My guest today is Cecilie Skjong, Investment Manager at Skyfall Ventures - a Norwegian early-stage venture capital fund.As a founder, nailing your pitch, thinking big and challenging yourself to be more visionary, and quickly testing your ideas to get a sense of the market pull are crucial.And the same applies to a cross-functional team building a new product in a scale-up. The same applies to a product leader leading a new opportunity in a large organization.After being exposed to hundreds of pitches and investing in several early-stage ventures, Cecilie shared with me:* Characteristics of great founding teams* The importance of drive and resilience when testing ideas and building products* Early signs of market pull* Thinking big and the importance of Vision* How to craft a great pitch* The power of Founder-led Sales* The importance of understanding your macro trends (Waves)* The state of the Norwegian startup scene* And moreIf you're a founder, I recommend pairing this episode with:* Episode 1: Testing Ideas with David Bland, co-author of the book Testing Business Ideas written together with Alex Osterwalder* Episode 9: Understanding Jobs to be Done with Bob Moesta, co-creator of the JTBD framework together with Clayton Christensen* Episode 19: Nailing your Positioning with April Dunford, bestselling author of one of the most well-known marketing books out there This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit afonsofranco.substack.com

Product Management Frameworks - Tools Not Solutions Frameworks seem to get a lot of hate in the Product Management/Development discourse. Whether it's JTBD, SWOT, Agile/Scrum, SAFe, or whatever, these structured methodologies often bear the brunt of blame when projects go off the rails. But is it really the framework's fault, or is there something else going on? How to connect with AgileDad: - [website] https://www.agiledad.com/ - [instagram] https://www.instagram.com/agile_coach/ - [facebook] https://www.facebook.com/RealAgileDad/ - [Linkedin] https://www.linkedin.com/in/leehenson/

Healthcare is constantly highlighted as the industry that will benefit the most from AI. The prospective opportunities are endless: Improve access to services, improve quality of service, patient outcomes, and medical research. An analysis predicts that the healthcare could save up to $360B a year by implementing AI.That's we invited an expert to discuss what other industries can learn from healthcare's massive AI opportunity. Spencer Dorn, the Vice Chair and Professor of Medicine at the University of North Carolina. He is a contributor to Forbes and one of LinkedIn's Top Voices speaking on Healthcare + Innovation.Listen on Spotify | Listen on Apple PodcastsKey takeaways from the episode:* AI has been impacting healthcare for years, especially to create Electronic Health Records (EHS) as a way of centralizing information* AI is being explored today as assistants to medical professionals (e.g. Virtual/digital scribes) and across a variety of diagnosis scenarios (video)* But the rollouts have been plagued by consistent issues related to adoption and poor comprehension of the actual problems* To get EHS implemented EHS it needed an Obama-era law and incentive plan* Many of the initiatives aiming to speed up access to healthcare and diagnosis are undermining the relationships across the journey of being a patient * Technology is rarely the solution because the problem is typically bureaucracy, culture, lack of incentives, and externalitiesLessons for you:* Beware complexity: Most of AI products being sold by major corps and consultancies are ones solving micro-problems and not designed to tackle complex problems* Worry about adoption: It doesn't matter how brilliant your solution is, getting buy-in and adoption within enterprises will be the most pressing challenge* Think of problems as systems: JTBD and user stories have a tendency of over-simplifying problems and underrepresenting the range of factors, dependancies, and implications of a problem on the system as a whole* Ethnography is key: If you want to make a positive change to a problem space you need to leverage deep qualitative research techniques, like ethnography, to document and assess what matters and why* Monitor for unintended consequences: Even after dedicating lots of time to research and planning, we must be monitoring for unintended consequences that may create more work or more anxiety for those stakeholders within the system.Thanks for reading Design of AI: News & resources for product teams! This post is public so feel free to share it.Challenges building truly human-centred AI products and solutionsAI thought leaders love to push this message of getting to the future quickly. It creates this narrative that we're all falling behind.But let's slow down and recognize that there are countless of questions to be addressed before throwing everything out in favour or the shiny new system. This paper from Microsoft explored the many questions that users are posing about using AI agents. And these are very important questions that every team should be able to answer clearly to their users before deploying any solution.This poll from Google's former Chief Decision Scientist highlights that the technical part of implementing AI is no longer the biggest barrier, understanding humans is. If the organizations polled —ones who have successfully implemented AI— are struggling to identify good opportunities and to convince people to use it, then imagine what struggles an everyday org will have.And also worth considering that AI adoption is still much lower than we'd expect given all the hype. The implementation of aI —especially across large orgs— may takes a decade or more because we're fundamentally asking teams to change the way they work. Moreso, those in regulated industries need the permission to change how they operate before they can even consider implementing AI products.In the background many workers are using AI without their employers' knowledge, leading to an endless range of potential risks.Thanks for reading Design of AI: News & resources for product teams! This post is public so feel free to share it.Mindset shifts to help implement AI In the podcast Spencer kept highlighting that we need to go into problem spaces with humility and without the expectation that problems are easy to solve. Other guests have suggests other types of mindset shifts:* Jess Holbrook stated we need to be specific when talk about AI: Too many projects are built off of expectations, not specifications of what AI should do and how* Kristie J. Fisher believes we need to measure time well spent using AI: The best solution to adoption problems is making sure that the AI product delivers value AND time well spent* Josh Clark advocated for embracing the weirdness of AI: The imperfectness of AI outputs should be viewed as a creative and innovative feature to help you explore new directions* Phillip Maggs challenges us to imagine new possibilities with AI: This is your time to spread your capabilities into areas you always wished were possible * Alexandra Holness expects that designers need to be less emotional precious with AI: This is a time of uncertainty and what worked before may not work in the future, so especially designers will need to go into problem spaces with additional humblenessMetalab is probably the premier design shop in North America. They've designed many of the most popular AI products in market today. Sara Vienna, their VP Design published a great manifesto about mindset shifts that's worth a read. And she'll be a guest on the podcast soon!And for those wanting more of a blueprint: Tertiary Education Quality and Standards Agency of Australia put together a guide that has lots of helpful detail into some of these. This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit designofai.substack.com

Today, we're sharing a special episode from our friends at the Webby Awards-honored CRAFTED. podcast. In this conversation, Dan Blumberg interviews growth expert, SYSTM founder, and former PayPal leader Matt Lerner about his book 'Growth Levers,' offering actionable strategies for startups to identify the 10% of efforts that drive 90% of growth. They discuss common startup pitfalls, the mindset shift to customer-centric thinking, JTBD-style interviewing, and the importance of rapid experimentation. For full show notes, visit: https://highlightai.com/share/af10e152-f30a-403e-805f-d234eb40109a — Check out Dan Blumberg's CRAFTED. where he interviews founders of high growth startups, including from Lattice, Gusto, Moov, Monte Carlo, Customer.io and our own Sasha Orloff! Apple: https://podcasts.apple.com/us/podcast/crafted-the-tech-podcast-for-founders-makers/id1649355311 Spotify: https://open.spotify.com/show/3xtU2V1jRP89aI1ULRN2GI?si=b5753bd5be14494c — SPONSOR:

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

In today's episode, I explore gathering product market insights directly from customers and crafting effective product marketing strategies with Martina Lauchengco, a partner, teacher, author, speaker, mom, and native Californian. You will learn: * How a VP of Marketing required team members to talk to two customers every week.* Observing customers in the field to deepen your knowledge about how they use your products. * Conducting customer interviews to understand the bigger context.* Win/loss analysis. * Collaboration between marketing and sales teams.* How companies can stay ahead of the curve by being responsive to customer needs.* How the rapid pace of technological change and AI is transforming go-to-market strategies. * Understanding how a product intersects with the market and identifying key activities to amplify its reach.* Product marketing's intersection with lead generation strategy. * The crucial role that product marketers play in shaping go-to-market strategies.* The limitations of positioning statements.* Understanding the context and audience for messaging. * The dynamic nature of messaging in the early stages of a company. * Using storytelling frameworks in sales pitches. * Investor positioning. * Borrowing techniques from successful peers, even if they seem unconventional.* How product marketing is misunderstood in many companies. —If you want to skip ahead: (0:00) Customer insights for product marketing. (4:16) Customer interviews. (9:38) Understanding market changes. (16:39) Product marketing and go-to-market strategies. (20:19) Lead generation. (26:15) Positioning for companies. (29:57) Sales pitches. (36:01) Testing new pitches. (39:23) Product marketing function. —Connect with Martina Lauchengco on LinkedIn: https://www.linkedin.com/in/martinalauchengco/ Learn more about Martina: https://martinalauchengco.com/ Get Martina's book, Loved: How to Rethink Marketing for Tech Products: https://amzn.to/3RIr5s2 —Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April's newsletter: https://aprildunford.substack.com/ April's LinkedIn: https://www.linkedin.com/in/aprildunford/ April's Twitter/X: https://twitter.com/aprildunford —Mentioned in this episode: * Gong call recording software: https://www.gong.io/ * The Jobs-to-be-done (JTBD) framework: https://strategyn.com/jobs-to-be-done/ —Get April Dunford's books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK: https://amzn.to/3vosDzQApple Books: https://apple.co/3xihSzC—The Positioning with April Dunford podcast: Want to make your product stand out in a crowded market? It all starts with great positioning. Using April's battle-tested methodology, she'll teach you the nitty-gritty of positioning so that you can unlock better marketing and sales performance.Podcast website: https://www.positioning.show/ Subscribe on Apple Podcasts: https://apple.co/3PFHcWx Subscribe on Spotify: https://spoti.fi/4aqyDqI Subscribe on YouTube: https://www.youtube.com/@positioningshow —This episode was produced by Story On Media & Marketing: https://www.SuccessWithStories.com

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.

Today on the show we have Ryan Singer, the founder of Felt Presence and former head of strategy at Basecamp.In this episode, Ryan shares his experience in evolving the Shape Up framework to better fit diverse team structures and needs. We then discussed his insights on navigating customer engagement through the concepts of active vs. passive looking.We wrapped up by discussing how these strategies are applied in real-world scenarios to enhance customer discovery and engagement processes.Mentioned ResourcesShape Up Felt PresenceBasecampHotjarShaping in Real LifeHow to Web ConferenceBob MoestaDemand Side Sales 101Four Fits For $100MGPT-4Churn FM is brought to you by Vitally, the all-in-one Customer Success Platform and Chargebee, SaaS for effective revenue growth management.

Today, Alli Blum shares her expert insights on getting organizational buy-in for the Jobs To Be Done (JTBD) framework. Dive into discussions on understanding customer progress, building relationships for buy-in, and implementing JTBD with host Ramli John.

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.

Kayvon Beykpour was the longest-serving head of product at Twitter and was GM of Twitter's consumer division until the platform was acquired by Elon Musk. He originally joined Twitter in 2015 through the acquisition of his company, Periscope, the largest live video streaming platform at the time. Periscope pioneered technology that inspired Instagram Live, TikTok Live, Facebook Live, and other social networks' expansion into video streaming. In our conversation, we discuss:• The story of being let go from Twitter after Elon's acquisition• How he turned Twitter's stagnant culture around• Kayvon's thoughts on the limitations of frameworks like Jobs to Be Done• Why Periscope failed• Advice for building consumer products• When to copy, when to innovate—Brought to you by:• Enterpret—Transform customer feedback into product growth• OneSchema—Import CSV data 10x faster• Heap—Cross-platform product analytics that convert, engage, and retain customers—Find the transcript at: https://www.lennysnewsletter.com/p/twitters-former-head-of-product-kayvon-beykpour—Where to find Kayvon Beykpour:• X: https://twitter.com/kayvz• LinkedIn: https://www.linkedin.com/in/kayvz/—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) Kayvon's background(04:31) Getting Elon up to speed at Twitter(11:34) The story of being let go from Twitter after Elon's acquisition(21:09) Changing the product culture at Twitter(29:44) Building the “hide replies” feature(32:02) Sacred crows, taking bold bets, and reigniting growth(34:28) Aquihires and their impact(42:40) Tips for successful acquisitions and staffing(47:00) The limitations of frameworks like JTBD(53:20) Signs you've gone too far with a framework(57:44) Lessons from building Periscope(01:00:41) Reasons why Periscope failed(01:07:24) The challenges of implementing video at Twitter(01:12:05) Copying ideas in good taste(01:17:58) How to get better at building consumer products(01:19:51) What Kayvon is building(01:20:31) Lightning round—Referenced:• Lessons on building product sense, navigating AI, optimizing the first mile, and making it through the messy middle | Scott Belsky (Adobe, Behance): https://www.lennyspodcast.com/lessons-on-building-product-sense-navigating-ai-optimizing-the-first-mile-and-making-it-through-t/• What it's like to sell your startup for ~$120 million before it's even launched: Meet Twitter's new prized possession, Periscope: https://www.businessinsider.com/what-is-periscope-and-why-twitter-bought-it-2015-3• Walter Isaacson on LinkedIn: https://www.linkedin.com/in/walter-isaacson-b8b81520/• Elon Musk on X: https://twitter.com/elonmusk• Parag Agrawal on LinkedIn: https://www.linkedin.com/in/parag-agrawal-5a14742a/• Jack Dorsey on LinkedIn: https://www.linkedin.com/in/jack-dorsey-a43b07242/• Blackboard: https://en.wikipedia.org/wiki/Blackboard_Inc.• Keith Coleman on X: https://twitter.com/kcoleman• Esther Crawford on LinkedIn: https://www.linkedin.com/in/esthercrawford/• Twitter acquires Chroma Labs: https://tech.hindustantimes.com/tech/news/twitter-acquires-chroma-labs-story-aqvcRPAoYXqXJuAbefA6cN.html• John Barnett on LinkedIn: https://www.linkedin.com/in/johnbarnettt/• Jobs to Be Done framework: https://jobs-to-be-done.com/jobs-to-be-done-a-framework-for-customer-needs-c883cbf61c90• Hot takes and techno-optimism from tech's top power couple: https://www.lennyspodcast.com/hot-takes-and-techno-optimism-from-techs-top-power-couple-sriram-and-aarthi/• Nike Is Unveiling the Kobe 11 Tomorrow Using Periscope: https://sneakernews.com/2015/12/13/nike-is-unveiling-the-kobe-11-tomorrow-using-periscope/• Chris Sacca's website: https://chrissacca.com/• Facebook Live: https://www.facebook.com/formedia/tools/facebook-live• Kevin Hart on X: https://twitter.com/KevinHart4real• Clubhouse: https://www.clubhouse.com/• Vine: https://en.wikipedia.org/wiki/Vine_(service)• Paul Davison on LinkedIn: https://www.linkedin.com/in/davison/• Rohan Seth on LinkedIn: https://www.linkedin.com/in/rohanseth/• Cryptonomicon: https://www.amazon.com/Cryptonomicon-Neal-Stephenson/dp/0380788624• Reamde: https://www.amazon.com/Reamde-Novel-Neal-Stephenson-ebook/dp/B004XVN0WW• The Name of the Wind: https://www.amazon.com/Name-Wind-Kingkiller-Chronicle-Book-ebook/dp/B0010SKUYM• Star Trek official site: https://www.startrek.com/• Dune: part 2: https://www.dunemovie.com/• Oppenheimer on Peacock: https://www.peacocktv.com/stream-movies/oppenheimer• Tokyo Vice on Max: https://www.max.com/shows/tokyo-vice/e7d93204-7f98-4e62-ab52-6c1da053f942• Devs on Hulu: https://www.fxnetworks.com/shows/devs• Nick Offerman on X: https://twitter.com/nick_offerman• 3 Body Problem on Netflix: https://www.netflix.com/title/81024821• Perplexity AI: https://www.perplexity.ai/• Particle: https://www.particle.news/• Crokinole board game: https://boardgamegeek.com/boardgame/521/crokinole—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

On the podcast: Val Agostino talks about the importance of passion for the product you're working on, how to differentiate in a crowded market, and why achieving the ‘viable' in Minimum Viable Product is harder than ever.Key Takeaways:

“So if you take any great startup and look backwards, you'll see that 90 percent of their growth came from like 10 percent of the stuff that they tried. So how do you find that 10 percent as quickly as possible?”Matt Lerner has advised hundreds of startups on how to grow. Now, the CEO of SYSTM has written a book called Growth Levers and How to Find Them where he shares his approach. This episode of CRAFTED. is full of actionable advice on how you can grow your products and companies. Matt will tell us about the mindset shift founders need to make from thinking about their products to thinking about their customers needs. We'll talk about jobs-to-be-done (JTBD) style interviewing and why it's such a powerful approach, but also why at first Matt was put off by some of the overly academic language that often goes with jobs. And we'll talk about how you can get new customers to that aha moment as quickly as possible, so they stick with your product. Plus, lots of real talk about founders and the mistakes they make. Welcome to CRAFTED., a show about great products and the people who make them. CRAFTED. brings you stories of founders, makers, and innovators that reveal how they've built game changing products and how you can too.—Key Moments:[0:00] Intro[2:20] 90 percent of growth comes 10 percent of the stuff you try[3:53] Over-thinkers, under-thinkers, and delegators: the 3 types of founders and the mistakes they make[7:40] Why the pace of learning is so important[9:51] Great examples of companies that learn quickly[10:52] The “locksmith moment” and why you need to find yours[12:45] Jobs-to-be-Done style interviewing and why it's so effective[14:07] How to do a JTBD interview[16:05] The mindset shift founders need to make from thinking about their product to thinking about the customers' needs – and why it's so hard for them to do so[21:24] Growth Sprints and how to set them up for success[25:07] Retention and customer activation: still (!) overlooked by most and why it's so critical[29:00] Matt writes a blog post on the spot about how working at an oil refinery taught him about startups[31:36] Writing a book is not an agile process! And the fantastic reception for Growth Levers—CRAFTED. is produced by Modern Product Minds, where host Dan Blumberg also advises companies on product discovery, growth, and experimentation. Learn more and sign up for the CRAFTED. newsletter at modernproductminds.com —CRAFTED. is sponsored by Artium, a next generation software development consultancy that combines elite human craftsmanship and artificial intelligence. See how Artium can help you build your future at artium.ai—More on Matt Lerner:His company: SYSTMThe book: Growth Levers and How to Find Them

In this episode, we explore the Jobs to be Done (JTBD) framework, a model embraced by many companies, including leading CPG brands, financial services, tech companies, and more. Your host, Kathryn Korostoff, gives you a brief overview of what JTBD is and how market researchers can use it to move beyond a superficial understanding of customer needs. Whether it's for physical products or services, understanding the real motivations behind purchases and brand choices is crucial. In professional market research, we know that customer decision-making is seldom rational and often more complex than it appears. While there are various frameworks we can use to gain deeper customer insights, JTBD is a useful framework for identifying innovation, differentiation, and segmentation opportunities. What is the customer's ultimate aspiration for using this product or service? What are they trying to accomplish? In this episode, examples illustrate the model's potential, using examples from cars, refrigerators, and coffee makers. Conversations for Research Rockstars is produced by Research Rockstar Training & Staffing. Our 25+ Market Research eLearning classes are offered on-demand and include options to earn Insights Association Certificates. Our Rent-a-Researcher staffing service places qualified, fully-vetted market research experts, covering temporary needs due to project and resource fluctuations.  We believe it: Inside every market researcher, is a Research Rockstar! Hope you enjoy this episode of Conversations for Research Rockstars. HTTP://www.researchrockstar.com/ Facebook LinkedIn 877-Rocks10 ext 702 for Support, 701 for Sales Info@ResearchRockstar.com  

In this episode, we talk to Dave Lucey, former CEO of Biscom, about how thrv and Biscom used JTBD and thrv's equity value creation platform to triple Biscom's revenue growth rate, leading to a successful exit in just two years. Key moments from today's topic on using JTBD to accelerate revenue growth:0:00 Transforming a 30-year-old fax software company6:16 Improving B2B software sales and marketing strategies15:49 Transitioning the sales team from order takers to generating new sales20:55 Using a data-driven approach to improve sales in the healthcare market26:03 Sales strategies and product development30:29 Aligning company goals and strategies with customer needs34:30 Advice on using Jobs-to-be-Done✅ Download our Executive White Paper: "How to Use JTBD To Grow Faster"

Unravelling the enigma of customer needs can often feel like searching for a needle in a haystack, but what if we told you that the needle comes with a magnet? In this eye-opening episode of the Sleeping Barber Podcast, we delve into the inventive world of Tony Ulwick, the mastermind behind the Jobs to Be Done theory and Outcome-Driven Innovation. Tony unravels the common missteps businesses make when defining their market and identifying customer needs. He presents a compelling argument for why most companies innovate backwards and how his counterintuitive methods have led to an astounding 86% success rate in product innovation, compared to the bleak figures we see in startups. This discussion is a treasure trove for any business leader seeking a compass to guide them through the tumultuous waters of customer satisfaction and product development. Don't forget to join our hosts, Vassilis and Marc, for post-podcast banter! Our Guest: Tony Ulwick - Inventor of Outcome-Driven Innovation & Jobs-to-Be-Done Founder & CEO of Strategyn https://strategyn.com/ linkedin.com/in/tonyulwick/ Owner of 12 patents related to ODI and the processes around market needs assessments, strategy and innovation. Our Hosts: Follow our updates here: ⁠⁠https://www.linkedin.com/company/sleeping-barber/⁠⁠ Get in touch with our hosts: Marc Binkley: ⁠⁠https://www.linkedin.com/in/marcbinkley/ Vassilis Douros: ⁠⁠https://www.linkedin.com/in/vassilisdouros/⁠ Podcast Literature: Outcome Based Segmentation - https://strategyn.com/lp/outcome-based-segmentation/ HBR - Know your customers JTBD - https://hbr.org/2016/09/know-your-customers-jobs-to-be-done Clay Christensen JTBD Theory on Milkshakes - https://www.youtube.com/watch?v=Stc0beAxavY JTBD Free Download - https://strategyn.com/jobs-to-be-done/ What is innovation & why does it matter - https://online.hbs.edu/blog/post/importance-of-innovation-in-business Customer Centered Innovation Map - https://hbr.org/2008/05/the-customer-centered-innovation-map Startup Stats - https://www.embroker.com/blog/startup-statistics/ Why Startups Fail - https://hbr.org/2021/05/why-start-ups-fail What are CEPs and why are they important? - https://marketingscience.info/research-services/identifying-and-prioritising-category-entry-points/ Timestamps: 0:44 - Tony Ulwick Introduction 3:04 - Why are innovations typically so unsuccessful? 6:24 - Segmenting across unmet needs instead of industry verticals 9:03 - Why most innovations are done in reverse 11:15 - I need a ¼ inch hole, not a ¼ inch bit 12:49 - Kodak didn't know what market they were in 14:50 - The goal of segmentation & why personas fail 18:54 - Circumstances, not demo or firmographics, cause segments to exist 23:22 - Customers are aware of the problems they have, but not the solutions that exist 25:01 - Marketing strategy is about finding unmet needs and fulfilling them 28:40 - How to identify the jobs customer's are trying get done 31:59 - The difference between Jobs-To-Be-Done (JTBD) and customer needs 35:45 - Most products don't get the entire job done 37:55 - Category Entry Points v. JTBD 43:14 - Reinventing a Banana 45:01 - Using JTBD in enter crowded markets 47:52 - Using JTBD to reposition an existing product 51:02 - Solutions mindsets aren't as helpful as problem mindsets in innovation 53:43 - Moving from JTBD analysis into action 58:02 - Learn more about Tony 59:00 - Post-Pod with V and Marc Where to Listen: Apple Podcasts: https://podcasts.apple.com/ca/podcast/the-sleeping-barber-a-business-and-marketing-podcast/id1609811324 Spotify: https://open.spotify.com/show/4v0kaM350zEY7X2VBuyfrF?si=7083317d5afd488b ⁠⁠ Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9hbmNob3IuZm0vcy84MWVjYWJhNC9wb2RjYXN0L3Jzcw?sa=X&ved=2ahUKEwji_oSOopP-AhXnlo4IHTZKBgYQ9sEGegQIARAC Youtube: https://www.youtube.com/@sleepingbarberpodcast © 2024 Sleeping Barber

Paul Adams is the longtime chief product officer at Intercom, where he leads the product management, product design, data science, and research teams. Before Intercom, Paul was the global head of brand design at Facebook, a senior user researcher at Google, and a product designer at Dyson. He's also a best-selling author, a podcast host, and a public speaker. In today's episode, we discuss:• Practical advice on integrating AI into your organization• Tips and tools for learning AI as a PM• Hilarious stories from Google and Facebook• How to build conviction with skeptical coworkers• Lessons learned from pricing at Intercom• How Intercom implemented JTBD—Brought to you by Eppo—Run reliable, impactful experiments | Hex—Helping teams ask and answer data questions by working together | HelpBar by Chameleon—The free in-app universal search solution built for SaaS—Find the full transcript at: https://www.lennyspodcast.com/what-ai-means-for-your-product-strategy-paul-adams-cpo-of-intercom/—Where to find Paul Adams:• X: https://twitter.com/Padday• LinkedIn: https://www.linkedin.com/in/pauladams/—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) Paul's background(04:09) Freezing onstage in front of 8,000 people(07:28) Insights from Google+ days(12:31) Learning from failure(13:56) Intercom's “ship fast, ship early, ship often” principle(15:17) Integrating AI into product strategy(17:31) Making time for AI learning(19:37) AI in new-product development(21:16) Questions to ask about your product(23:33) How Intercom pivoted after the release of ChatGPT(25:13) Intercom's AI chatbot, Fin (26:45) The early impact of AI adoption at Intercom(28:53) Mind-blowing capabilities of AI(34:27) How to structure teams around AI products(37:57) Why all teams should be involved in AI(39:04) Staying up to date on emerging technology(42:44) Hurdles implementing AI at Intercom(45:52) Building conviction around AI(49:52) Why you shouldn't fear AI(50:56) Paul's “before-after” framework(51:54) Pricing lessons from Intercom(54:54) Paul's “differentiation vs. table stakes” framework(59:22) What “swinging the pendulum” means and examples from Intercom(1:05:21) Paul's “product market story fit” framework(1:08:23) His take on JTBD(1:11:01) How Intercom uses the “four forces” framework(1:12:54) Lightning round—Referenced:• Intercom: https://www.intercom.com/• The New ChatGPT Can “See” and “Talk.” Here's What It's Like: https://www.nytimes.com/2023/09/27/technology/new-chatgpt-can-see-hear.html• Fergal Reid on X: https://twitter.com/fergal_reid• Intercom's AI chatbot, Fin: https://www.intercom.com/drlp/fin• Mark Zuckerberg: First Interview in the Metaverse | Lex Fridman Podcast #398: https://www.youtube.com/watch?v=MVYrJJNdrEg• Black Mirror “Joan Is Awful” episode: https://www.imdb.com/title/tt20247352/• Mission: Impossible on Prime Video: https://www.amazon.com/Mission-Impossible-Tom-Cruise/dp/B000X4IRE4• Anthropic: https://www.anthropic.com/• Claude: https://claude.ai/• Matt Rickard's newsletter: https://substack.com/@mattrickard• OpenAI's blog: https://openai.com/blog• The Rundown AI newsletter: https://www.therundown.ai/• Exponential View newsletter: https://www.exponentialview.co/• Google Bard: https://bard.google.com/• Rewind: https://www.rewind.ai/• The Three Horizons Framework: https://medium.com/fact-of-the-day-1/the-three-horizons-framework-9d7ac0fbea21• Sam Altman on X: https://twitter.com/sama• Tableau: https://www.tableau.com/• Kano model: https://www.productplan.com/glossary/kano-model/• The ultimate guide to JTBD | Bob Moesta (co-creator of the framework): https://www.lennyspodcast.com/the-ultimate-guide-to-jtbd-bob-moesta-co-creator-of-the-framework/• Hot takes and techno-optimism from tech's top power couple | Sriram and Aarthi: https://www.lennyspodcast.com/hot-takes-and-techno-optimism-from-techs-top-power-couple-sriram-and-aarthi/• Outcome-Driven Innovation: JTBD Theory in Practice: https://jobs-to-be-done.com/outcome-driven-innovation-odi-is-jobs-to-be-done-theory-in-practice-2944c6ebc40e• The Four Forces Framework: https://thefourforces.com/four-forces-framework/• It's Not How Good You Are, It's How Good You Want to Be: https://www.amazon.com/Its-Not-How-Good-Want/dp/0714843377/• Principles: Life and Work: https://www.amazon.com/Principles-Life-Work-Ray-Dalio/dp/1501124021• The Bear on Hulu: https://www.hulu.com/series/the-bear-05eb6a8e-90ed-4947-8c0b-e6536cbddd5f• “Terry (Olivia Colman) and Richie peel mushrooms” scene from The Bear: https://www.youtube.com/watch?v=f7D8THR_osU• The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change: https://www.amazon.com/Habits-Highly-Effective-People-Powerful/dp/0743269519• Guinness: https://www.guinness.com/—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

La prospection en B2B a toujours été difficile mais en 2023 c'est juste la galère ! Sur-sollicitation : Trop de contenu, trop peu de temps de cerveau disponible. Techniques dépassées : Les méthodes d'il y a 10, 5, 2 ans ne fonctionnent plus. Absence d'objections : les prospects peuvent reconnaître la valeur d'un produit, mais n'arrive pas à prendre une décision. Alors, comment on s'en sort ? J'ai invité Josélito Tirados, CMO et consultant depuis 10 ans, pour montrer comment la méthode Jobs to be Done (JTBD) peut aider les commerciaux à booker plus de rendez-vous. Son job c'est d'aider les entreprises à réussir leur croissance notamment grâce à cette méthode. Pour en citer quelques-unes : Payfit, Cafés Bibal, Opendo, Marcel... Si vous voulez booster votre prospection, sa démo en live d'un entretien JTBD vous aidera à détecter : Pourquoi vos clients achètent ? Ce que vous devez faire pour atteindre vos objectifs Retrouvez Josélito Tirados sur : Son linkedin, c'est là qu'il est le plus actif (et réactif !) Josélito en aparté Vous aimez le podcast Vendue et souhaitez le soutenir ? Abonnez-vous au podcast sur votre ⁠plateforme préférée⁠. Laissez un avis sur ⁠Apple Podcast⁠ ou 5 étoiles sur ⁠Spotify⁠ pour faire découvrir le podcast à d'autres personnes. Pour aller plus loin : Abonnez-vous à ⁠la newsletter ⁠Vendue⁠⁠ - 2 X par mois, je décortique une vente que j'ai conclue (ou ratée) et nous la déroulons ensemble, du début à la fin. Laetitia Fall sur ⁠Linkedin⁠ / Twitter / Instagram / Youtube C'est votre dose de culture sales ! Bonne écoute.

BONUS: The Art Of Crafting User Stories with Christopher Lee In this episode, we talk with Christopher Lee about his latest book, "The Art Of Crafting User Stories." Christopher shares the fascinating origin story of his book and how principles of product management were applied to its creation.  Product Development Insights Christopher draws intriguing parallels between software development and book creation, highlighting two key concepts that apply to both realms. He introduces the concept of "debugging for books" and shares essential tips, like the importance of having multiple content reviewers and utilizing the technique of "Rubber Duck Debugging" for authors. The examples he uses also clarify how his approach to Product Management can help you with software products. Learning To Empathize With The User We discuss how understanding the user perspective is a critical skill for Product Owners and teams, and enables them to write better User Stories. Christopher emphasizes the development of perspective-taking and compassion for others, starting with self-reflection. He introduces tools like "The Feeling's Wheel" and explores the concept of uncovering the needs behind user needs, known as "Jobs to be Done." In this segment, we also refer to User Story Mapping, Google Design Sprints, and the book Radical Candor. Crafting User Stories: Avoiding Ambiguity Christopher shares some of the most effective tools to help teams truly empathize with their software users, fostering a deeper understanding that can greatly inform the user story process. Delving into the actual act of writing user stories, Christopher provides invaluable advice on avoiding ambiguity. He advocates for collaborative efforts with engineering and design teams, using user stories as a foundation. Additionally, he introduces the "Given - When - Then" format for clarity and efficiency. Navigating User Story Estimation, Other Planning Challenges  Christopher addresses common challenges in user story estimation and emphasizes the importance of adaptability in Agile and User Stories. He offers strategies to prevent downstream consequences and encourages direct engineer-user interaction for swift feedback. Prioritization is a critical aspect of planning that Christopher dives into, providing a toolkit of models and methods. He emphasizes the importance of aligning product development with organizational mission and North Star metrics, ultimately honing in on the right end-users. Expert Interviews, Bringing Different Perspectives On User Stories Christopher introduces a unique element in his book—expert interviews. These interviews offer diverse perspectives on Agile, user stories, and collaborative work, enriching the reader's experience and understanding. Parting Words of Wisdom In a final piece of advice, Christopher underscores that crafting user stories is a team effort, emphasizing that no one person can do it alone. About Christopher Lee Christopher Lee is a seasoned Product Management Coach, known for his expertise as a product manager and technology consultant. His insights into the industry are encapsulated in his book, 'The Art of Crafting User Stories', and advanced product management methodologies he created when at Ernst & Young. You can link with Christopher Lee on LinkedIn and connect with Christopher Lee through the Product Coach Labs.

Today on the show we have Daphne Lopez, the Head of Customer Success at HubSpot.In this episode, Daphne shares her experience in leveraging the Jobs to be Done framework in customer success. She explains how aligning customer success with product and marketing, and focusing on the value realization of customers' goals, can lead to better customer outcomes and retention.We also discuss the importance of understanding anti-personas, refining ideal customer profiles, and how customer success teams can use the Jobs to be Done framework to drive renewals and meet evolving customer needs.As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on Andrew@churn.fm. Don't forget to follow us on Twitter.Mentioned Resources:HubSpotdaphnelopes.com

Brought to you by Sidebar—Catalyze your career with a Personal Board of Directors | Merge—A single API to add hundreds of integrations into your app | Eppo—Run reliable, impactful experiments—Bob Moesta is the co-creator of the Jobs To Be Done (JTBD) framework, a close collaborator of Clay Christensen, and CEO and founder of The Re-Wired Group. He has helped launch more than 3,500 new products, services, and businesses and built and sold several startups himself. He is also a fellow at the Clayton Christensen Institute and a guest lecturer at the Harvard Business School, MIT Sloan School of Entrepreneurship, and Northwestern University's Kellogg School of Management. In this episode, we discuss:• What Snickers and Milky Way can teach us about JTBD• The various flavors of the JTBD framework• Best practices for implementing the framework• Advice on conducting interviews for B2B vs. B2C customers• Common mistakes people make when implementing JTBD• When not to use it—Find the full transcript at: https://www.lennyspodcast.com/the-ultimate-guide-to-jtbd-bob-moesta-co-creator-of-the-framework/#transcript—Where to find Bob Moesta:• Twitter/X: https://twitter.com/bmoesta• LinkedIn: https://www.linkedin.com/in/bobmoesta/• Website: http://www.therewiredgroup.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter/X: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—In this episode, we cover:(00:00) Bob's background(04:04) A simple explanation of the Jobs To Be Done framework(07:29) Struggling moments and demand(09:51) Understanding the context behind pain points(11:14) Reducing friction in the sales process(14:46) How Autobooks improved their buying process and 4x'ed conversion(16:52) The six phases of the buying process(18:30) The JTBD interview process(21:55) How Bob's TBI affected his reading/writing and how he is able to write books(22:02) Why people switch companies(27:18) Tips for JTBD interviewing(30:07) Why you should not have a discussion guide(32:48) The danger of looking at the customer through the product(33:53) First steps in applying the JTBD framework(36:25) Signs people are ready for a change(37:43) Bob's “layers of language”(40:15) Examples of companies with a broad adoption of JTBD(43:59) The different flavors of JTBD and common mistakes to avoid when implementing it(48:19) Bob's work with Clay Christensen on JTBD theory(51:05) When not to use JTBD(53:40) Common misconceptions about the framework(55:55) What compelled Bob to spend so much of his life on JTBD(58:07) Three big takeaways(59:07) Lightning round—Referenced:• Jason Fried on LinkedIn: https://www.linkedin.com/in/jason-fried/• Des Traynor on LinkedIn: https://www.linkedin.com/in/destraynor• Southern New Hampshire University: https://degrees.snhu.edu/• Paul LeBlanc on LinkedIn: https://www.linkedin.com/in/paul-j-leblanc-6a17749/• Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress: https://www.amazon.com/Demand-Side-Sales-101-Customers-Progress/dp/1544509987• Autobooks: https://www.autobooks.co/• Intercom: https://www.intercom.com/• Zendesk: https://www.zendesk.com/• HubSpot: https://www.hubspot.com/• The Kellogg School of Management at Northwestern University: https://www.kellogg.northwestern.edu/• Y Combinator: https://www.ycombinator.com/• Michael Horn on LinkedIn: https://www.linkedin.com/in/michaelbhorn/• Ethan Bernstein on LinkedIn: https://www.linkedin.com/in/ethanbernstein/• Never Split the Difference: Negotiating as If Your Life Depended on It: https://www.amazon.com/Never-Split-Difference-Negotiating-Depended/dp/0062407805• William Edwards Deming on Wikipedia: https://en.wikipedia.org/wiki/W._Edwards_Deming• Basecamp: https://basecamp.com/• Sriram and Aarthi on Lenny's Podcast: https://www.lennyspodcast.com/hot-takes-and-techno-optimism-from-techs-top-power-couple-sriram-and-aarthi/• Genichi Taguchi: https://www.qualitygurus.com/genichi-taguchi/• Tony Ulwick on LinkedIn: https://www.linkedin.com/in/tonyulwick/• The Clayton Christensen Institute on LinkedIn: https://www.linkedin.com/company/clayton-christensen-institute/• Shape Up: https://basecamp.com/shapeup• The End of Average: Unlocking Our Potential by Embracing What Makes Us Different: https://www.amazon.com/End-Average-Unlocking-Potential-Embracing/dp/0062358375• The Big Bang Theory on TBS: https://www.tbs.com/shows/the-big-bang-theory/watch-now• Oppenheimer: https://www.oppenheimermovie.com/• Kyota massage chairs at Costco: https://www.costco.com/massage-chairs-cushions.html?brand=Kyota&refine=%7C%7CBrand_attr-Kyota• Paul Adams on LinkedIn: https://www.linkedin.com/in/pauladams/• Matt Hodges on LinkedIn: https://www.linkedin.com/in/mattnhodges/• Andrew Glaser on LinkedIn: https://www.linkedin.com/in/glaserandrew/—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

Podcast PlatformsIn this episode of The SaaS SEO Show, George Chasiotis, Managing Director at Minuttia, talks about content creation best practices and more.************************Timestamps: (01:51) - Content creation best practices overview. (03:05) - Editorial guidelines. (04:30) - Brand guidelines. (05:05) - Comparative guidelines. (06:45) - Legal guidelines. (07:54) - Pain point x use case x JTBD x feature matrix. (09:44) - Product expert interview transcriptions. (10:30) - Sales call transcriptions. (11:37) - Customer call transcriptions. (12:27) - Product screenshot library. (14:05) - Quotes library. (14:57) - Post templates. (16:19) - Customer examples. (17:29) - Graphic templates. (19:07) - Demo account. (20:02) - Feedback archive. (22:17) - George's thoughts on the topic. (23:39) - Outro ************************Useful Links: Minuttia's Website: https://minuttia.com George on LinkedIn: https://www.linkedin.com/in/georgioschasiotis ************************Stay Tuned:► Website: https://minuttia.com/► YouTube: https://bit.ly/2DHaJNr► LinkedIn: https://bit.ly/2BZJmhb************************Don't forget to leave us a five-star review and subscribe to our YouTube channel.This episode is brought to you by Minuttia and is sponsored by Ahrefs.Visit ahrefs.com/awt and sign up for free!

In this episode of The SaaS Sprints Podcast, Bob Moesta, one of the pioneers of the Jobs To Be Done (JTBD) framework and the CEO of Rewired Group, joins us to discuss how to create impactful content using JTBD. Bob talks about how SaaS companies can use the Jobs To Be Done framework to create content across formats such as blogs, product pages, and videos to resonate better with your customers. The episode is packed with insights and tips for creating great content that will drive engagement and conversion. If you're looking to improve your content strategy or create more engaging content, this episode is for you.  

Guest:  Steph Hay , Director of UX, Google Cloud Security Topics: The importance of User Experience (UX) in security is so obvious – though it isn't to a lot of people! Could we talk about the importance of UX in security? UX and security in general have an uneasy relationship, and security is harmed by bad UX, it also feels like bad UX can be a security issue. What is your take on this? How do you think about prioritizing your team's time between day zero vs day n experiences for users of security tools? Some say that cloud security should be invisible, but does this mean no UX at all? What are the intersections between UX for security and invisible security? Can you think of what single UX change in Cloud Security's portfolio made the biggest impact to actual security outcomes?  We have this new tool/approach for planning called Jobs To Be Done (JTBD)  - give us the value, and the history? In the world of JTBD planning, what gets better? Resources: JTBD Framework GCP IAM Recommender Recaptha Enterprise  

In this episode, we delve into the relationship between design as a creative discipline and how systems and tools shape this creativity for better or worse. We also talk about why it helps designers to customize their processes and how this allows designers to focus on where they can have the most impact, which is often the strategic side of design, as well as the psychological aspects of the creative problem-solving process.In this episode, we look at:How can you challenge the design brief while avoiding "quick assumptions/solutions"?How do you choose the best methods to solve the problem (JTBD, Sprints, etc.)?How do you incorporate principles of visual perception and affordance into your design process?How do you create artificial friction in your designs?How can designers envision the future using today's tools?And plenty more!Thank you very much for your time and knowledge, Mustafa!******The GuestMustafa is a Staff Product Designer at Twitter working on design systems. Previously he was UX lead on install-ability on Chrome and Design Advocate at Google. His work involves bridging the Mobile and Desktop PWA Eng through cross-platform designs. He takes concepts through requirements docs to fully finished and implemented designs. Also he was the UX design lead and manager for the Developer Relations Infrastructure team and launched Google.dev, a learning platform for developers. He can create interactive prototypes, whiteboard/brainstorming, paper prototyping, and low and high fidelity mock-ups quickly. He is also a Design Sprint Master Trainer and has led numerous design sprints for Google's product teams and top-tier partners.He has over twenty years of experience working with a variety of organizations, including News International, Middlesex University, Metro Newspaper, BBC/Arts Council of England, and Macmillan Publishing, in a variety of sectors, including publishing, charities, local, central government, education, and finance.He has also been asked to write articles for the Times Online and.netmagazine, as well as to speak at Future of Web Design and London Web Meetup.

In episode 665, Rob Walling chats with Georgiana Laudi, who is the co-author of the new book, Forget the Funnel. They dive deep into key concepts from the book, including specific Jobs-to-be-done interview examples and how to apply these insights to your marketing strategy.They also chat a bit about the process of writing a book. Topics we cover: 2:37 - Gia and Claire's intentional decision to keep the book under 200 pages 5:28 - What size SaaS companies will get the most value from Claire and Gia's new book? 9:49 - The customer-led growth framework 11:29 - Why you shouldn't think in terms of marketing funnels 15:51- Jobs-to-be done interviews 20:27- An approach for founders who are skeptical about customer research and JTBD interviews 25:15- How to use information gathered from customer interviews to inform your marketing strategy 29:47- What was the experience like recording the audiobook? Links from the Show: Claire Suellentrop @clairesuellen I...Read more... »Click the icon below to listen.  

This week, we dive into the world of Apple's latest innovation: The Vision Pro. Lauded as the pinnacle of personal electronic devices, the Vision Pro has set the tech industry abuzz. Many are left questioning its purpose - a mystery we aim to unravel using our trusted Jobs-To-Be-Done methodology. Will this enigmatic device live up to its hype, or is it a leap too far even for the giants of Cupertino? Jay places his bet on the Vision Pro not only succeeding, but rewriting history as the most profitable, most satisfying product ever created. A bold claim indeed, especially when contrasted with Tony Fadell, the iPod's godfather, who tweeted that Apple may have just "jumped the shark" with its steep $3,500 price tag and 2-hour battery life.This discrepancy paves the way for an in-depth analysis - has Apple pushed the boundaries of innovation or overstepped them? Join us on this journey as we leverage the Jobs-To-Be-Done framework to dissect the Apple Vision Pro and predict its trajectory.✅ Download our Executive White Paper: "How to Use JTBD To Grow Faster"

Jim Kalbach wrote the book on the jobs to be done research methodology (JTBD). Jim argues persuasively, that JTBD is way more than a tool for understanding what customers really want from a product. When used right, it can be the organizing principle that gets every part of a company pointing in the same direction, all towards satisfying customer needs. In this episode, Dart and Jim discuss:- Applying the Jobs to Be Done theory and methodology to business- Understanding and identifying the unmet needs of a marketplace - Promoting innovation by focusing on problems, not solutions- Jobs to Be Done in HR to find the right work for employees- Social, emotional, and differential factors that affect product market fit- Developing product lines to meet different circumstances- The Jobs to Be Done tools that help teams align their focus- And more…Jim Kalbach is an author, speaker, and instructor in innovation, design, and the future of work. After consulting for large companies such as eBay, Audi, Sony, and Citrix, Jim became Co-Founder and Principal at the JTBD (Jobs to Be Done) Toolkit, an online resource with learning, training, and content on human-centered business. He is also the current Chief Evangelist at Mural, the leading online whiteboard.Jim lived in Germany for 15 years, where he founded the European Information Architecture conferences and the leading UX design event, IA Konferenz. In 2013, he moved back to the United States and wrote Mapping Experiences and The Jobs to Be Done Playbook, among other publications. He is also the former editor of Boxes and Arrows and a former advisory board member of the Information Architecture Institute.Resources Mentioned:The Jobs To Be Done Playbook, by Jim Kalbach: https://www.amazon.com/Jobs-Be-Done-Playbook-Organization/dp/1933820683Mapping Experiences, by Jim Kalbach: https://www.amazon.com/Mapping-Experiences-Complete-Creating-Blueprints/dp/1491923539 Jobs to Be Done toolkit: https://www.jtbdtoolkit.com/The Experience Economy, by Joseph Pine: https://www.amazon.com/Experience-Economy-New-Preface-Authors/dp/1633697975Connect with Jim:LinkedIn: https://www.linkedin.com/in/kalbach/www.JTBDtoolkit.com 

Today we have another episode of Better Done Than Perfect. Listen in as we talk to Aggelos Mouzakitis, a retention-focused B2B SaaS head of growth. You'll learn about the main metric that proves product-market fit, how they used customer segmentation in the process, how to improve your JTBD interviews, and more.Please head over to the episode page for the detailed recap and key takeaways.Show notesheadofgrowth.io — Aggelos' consultancyWhereby — the case study we're talking aboutWhat is Jobs to be Done (JTBD)?UI Breakfast Episode 254: Learning to Build with Bob MoestaDemand-Side Sales 101 — a book by Bob MoestaClayton ChristensenSee Aggelos' service for B2B SaaS teamsConnect with Aggelos 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. It matches the complexity of your customer data, including many-to-many relationships between users and companies. Book your demo call today at userlist.com.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.

Bob Moesta is one of the pioneers of Jobs To Be Done (JTBD) theory, which has fundamentally changed the way we think about building products and discovering what progress people actually need and want from the products they hire.—Sign up here to get upcoming essays + episodes emailed to you.Follow the MTTM journey on Twitter or LinkedIn!If you haven't already would you do me a favor and take ~40 seconds to rate/review the show on Apple Podcasts ? It really helps. (Scroll to bottom of page for rate/review links.)—LINKS & RESOURCES MENTIONEDSend episode feedback on Twitter @askotzko , or via emailBob Moesta: The Rewired Group, LinkedIn, TwitterBob's books and podcast Learning to Build Demand-Side Sales 101 Jobs to be Done Handbook The Circuit Breaker podcast—RELATED EPISODES:April Dunford: Find your power in the market through positioning—PEOPLE & ORGS:W. Edwards DemingClayton ChristensenGenichi TaguchiWillie Hobbs MooreTim DavisClaire SullentropeApril DunfordRyan SingerBasecampIntercom—BOOKS:Learning to BuildCompeting Against LuckGritIntroduction to Quality EngineeringOrthogonal Arrays and Linear GraphsShape UpHow Will You Measure Your Life?Never Split the Difference—OTHER RESOURCES:Orthogonal arraysMagic squaresL9 prototype This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit blog.makethingsthatmatter.com

In this episode of the Private Equity Funcast, Operating Partner Cici Zheng is joined by Jared Ranere, President and COO of thrv, a firm that delivers services, training and a software platform using the Jobs-to-be-Done (JTBD) framework to identify and serve customers' unmet needs. We cover what the framework is and how it's used at PE backed portfolio companies, both during due diligence and post-close, how the JTBD framework potentially expands the total addressable market (TAM) of an industry we're looking at, and how the framework translates into product strategy and go-to-market execution. 

Decoded: The Science Behind Why We Buy by Phil Barden About the Book: A groundbreaking exploration of purchasing behavior and its essential role in smarter marketing practices to benefit your organization If you understand why people buy, you are already one step ahead in reaching out to them effectively with your products and services. Decoded: The Science Behind Why We Buy offers a groundbreaking exploration into the science of purchasing. The book specifically demonstrates why decision science has proven invaluable to the field of marketing by helping to explain purchasing behaviors. Decoded delivers a practical framework and guidelines for applying science to the marketing practices you use every day. As a marketing professional, you can look to this book for behavioral knowledge, timely case studies, and an understanding of methodologies. You'll gain advice on how to employ knowledge about behaviors for more effective brand management, from strategy to implementation to new product development. You'll also gain useful insight into the latest research on consumer motivations that lead to purchasing decisions. Learn more about what happens in the human brain as buyers make their choices. This updated edition of Decoded provides new material that marketers can apply to informed, successful practices. Gain an understanding of the Jobs to Be Done (JTBD) approach Take a closer look at the Ferrero neuroscience study that supports JTBD See updated and relevant case studies of JTBD at work Discover how to engage customers through digital touchpoints If you're a marketing practitioner, an understanding of decision science will enhance your day-to-day work. Decoded helps you see how science and marketing come together. Immerse yourself in the science of why people buy and gain a stronger base of knowledge as you develop strategies, implement marketing plans, and meet customer needs through innovation. About the Author: Phil Barden has over 25 years of client-side brand management experience (Unilever, Diageo, and T-Mobile). Whilst responsible for T-Mobile's brand positioning and development around Europe he became a client of DECODE marketing consultancy and first encountered ‘decision science.' DECODE's work led to the Liverpool Street flash mob dance ad, which increased T-Mobile sales by 49%, and further work cut customer churn in half. This epiphany led Phil to set up DECODE marketing in the United Kingdom. Phil lectures on decision science for the IPA and APG Diplomas, various MBA and MSc programs and is a regular speaker at client and industry events. And, interesting fact – at a corporate lunch years ago, Princess Diana sat next to him and gave him her dessert! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/decoded-phil-barden

Bob Moesta is an innovator, entrepreneur, and the co-creator of the Jobs to Be Done Theory to investigate consumers' motivations and decision-making processes. The co-founder and president of the ReWired Group, Moesta helps leaders and companies repeatedly innovate and reliably predict and drive lasting success.  An experienced product developer and engineer by training, Bob has worked on and helped launch more than 3,500 new products, services, and businesses across nearly every industry, including education, health care, defense, auto manufacturing, software, financial services, and construction. Bob is a guest lecturer at The Harvard Business School, MIT Sloan School of Entrepreneurship, and Northwestern University's Kellogg School of Management. This podcast is sponsored by Bigtincan - Find out more at http://www.Bigtincan.com