If you’re new to Jobs-to-be-Done (JTBD), here’s the big idea: customers don’t really “buy products,” they “hire” them to help get a job done. That job might be functional, like monitor water quality or keep my floors clean. It might also be emotional, like feel confident in my appearance or be reassured that I’ve made ... Read More
Customer interviews are messy. They zig, they zag, and often end in rabbit holes you didn’t expect. One moment you’re hearing about a product quirk, the next you’re deep in a story about their frustrations with internal approvals or onboarding new team members. That’s the nature of real conversations. And it’s exactly why structure matters. ... Read More
Jobs-to-be-Done brings CLARITY and PRECISION to every element of innovation, product development and marketing. And likewise, there’s no better structure to understand CX, Customer Experience, than Jobs-to-be-Done. The problem with “Customer Experience” (CX) programs is that we’re missing common definitions of what CX is. Some think about customer journey maps. Some think about NPS surveys. ... Read More
If you work inside a corporation, there’s a good chance you’re familiar with near-term cost controls: spending freezes, travel bans, hiring delays, layoffs, and so forth. Maybe you’re a business leader who has implemented these. But… have you considered the price you pay for them? Let’s see why it may be higher than you think. ... Read More
What if you could finish your voice-of-customer interviews in just a few weeks, not months? We’re talking about incredibly thorough qualitative and quantitative interviews. You’ll have irrefutable evidence that eliminates most commercial risk. You’ll know exactly which outcomes the market does and doesn’t want you to improve. And you’ll have it FAST. Here’s the good ... Read More
Is your business led by a Builder?… a Remodeler?… a Decorator?… a Realtor? New research by the AIM Institute shows your business will be stronger and grow faster if your senior business leader is a Builder. Let’s see why… On October 30, 2023, we published a new book by Dan Adams: Business Builders: How to ... Read More
Companies like to talk about the voice-of-the-customer, but most just listen to themselves as they create “conference room” products. The team gathers internally to decide for the customer what they’ll want in a new product. This team will always lose to the team that immerses itself in the customer experience, and designs a product to improve that experience.
More in 2-minute video at 22. Immerse your team in customer outcomes
Turns out that understanding market needs makes a big difference. In recent AIM Institute research, nearly 90% of survey respondents claiming a very poor understanding of market needs had new product success rates below 50%. This percentage dropped to less than 10% those for those claiming a good understanding of market needs. So understanding what customers want before you develop your new product is probably a good idea.
More in research report, www.b2bvocskills.com (page 7)