Demand-Side Sales Product Development
Your customer already decided what they’d give up
Everybody in product development uses the word trade-off, and I’m not sure everybody means the same thing by it.
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.
Demand-Side Sales Innovation Product Development
Buying isn’t using. The questions you asking are the reason you’re not customer-centric
Buying isn’t using. Why do most innovation teams ask questions that can only confirm what they already know?
Buyer Personas Demand-Side Sales Product Development
The persona in your deck has never bought anything
When a team hands me a persona at the kickoff of a product project and tells me this is who we’re building for, I already know how the next nine months are going to go.
Flip the Lens Jobs To Be Done
The trouble with the word “new”
Here’s something worth sitting with: there’s no such thing as a new idea. If something seems new it’s because you haven’t seen it in that place before. But it’s been done.
Jobs To Be Done JTBD Sales
You can’t persuade anyone to buy
Stop trying to convince people. For founders selling new ideas, real progress comes from surfacing the anxieties… not winning the argument.