Flip the lens on your innovation practice.
Traditional sales are not in sync with the way people buy. They say up to 60% of b2b purchase processes end in no decision. That’s because we overwhelm our buyers.
Our approach means we don’t need to conduct 100 or 1000 interviews to get our answer, we are able to do it in fewer.
JTBD is all about what people are going to do next, it’s not about the Job they do now. That’s why you can’t over simplify your audience.
You know when you’ve done a good job when they’re laughing or showing emotion with you. If they say, “boy, that’s a really good question i haven’t thought about that” you’re on the right track.
What separates us from other practitioners of Jobs to be Done (JTBD), is we talk about the functional, emotional and social components. For a Job to be truly complete, it needs all three elements.
