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.
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 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.
brand loyalty CPG Product Development restocking shopping
Shopping vs. restocking: the critical distinction brands must understand
Walk down any grocery store aisle and you’ll witness two completely different behaviors playing out side by side. These aren’t just different shopping styles. They represent fundamentally different mindsets that have big implications for how CPG brands should think about product development, packaging, and marketing strategy.
CPG Customer centricity Demand-Side Sales Learning to Build
Are you customer-centric or just customer-focused? (Yes, there’s a difference)
Just because you interview your customers doesn’t mean you’re customer centric. As you go through the process of developing your products, you may not realize it, but you’re stripping away what your customer – demand – actually wants.
basecamp Jobs To Be Done product
The calendar that wasn’t: how Basecamp saved months of development by asking better questions.
Understanding the difference between a product feature and the Job a customer is looking to make progress with, with Basecamp as an example.