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Companies today have ample data about their customers to build hypotheses and show correlations. This helps them to build patterns and better their product offerings. However, these correlations lack something extremely significant. And according to Harvard Business Review this mindset is taking us in the wrong direction. “After decades of watching great companies fail, we’ve come to the conclusion that the focus on correlation—and on knowing more and more about customers—is taking firms in the wrong direction. What they really need to home in on is the progress that the customer is trying to make in a given circumstance—what the customer hopes to accomplish.” That's why need to shift our focus to theories such as 'Jobs-To-Be-Done'. Read more about it in my latest post for the Linktexting blog. Views and comments on the topic are welcome!

  • LS

    Lewis Stowe

    about 1 year ago #

    I love that JTBS is getting more traction these days. This post is a great introduction to the theory for product development and market fit. Of course, you can go one step further and apply it to your marketing content.

    After all, your ebooks, webinars, websites, newsletters, cold emails, slide decks, and the rest are all supposed to provide value to your customer. By applying the same logic as you would your actual product, namely endeavouring to understand the different jobs your content does for your readers, you can optimize all of your key metrics (viewership, engagement, conversion, etc.).

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