Demand-Side Sales Four Forces
Why feature-benefit selling always backfires
Learn how to flip the traditional sales lens from “who will buy my product?” to “what progress are people struggling to make?”
Flip the lens on your innovation practice.
Learning and Resources
Guides, playbooks, books, podcasts and more to help you understand why your customers hire you.
CPG Demand-Side Sales
The smartphone killed cameras by being worse – here’s what that teaches us
Instead of asking “How can I get more people to buy my product?” ask “How many people want to do what my product does, but can’t?”
Product Development tradeoffs
Price, quality, speed: you can only pick two – trade-offs in product development
Trade-offs aren’t just about what we can live with – they’re about understanding what trade-offs our customers are willing to make.
JTBD
Why most people get Jobs to be Done wrong
The gap between understanding Jobs to be Done as a concept and using it to drive business results is littered with mistakes.
CPG Impulse buys JTBD
Stop calling it impulse: unlocking customer behavior in impulse purchases
When someone says they made an “impulse purchase,” most people just accept it and move on. But that’s exactly when you should lean in and start digging deeper.