Ask yourself, “From which budget will my product take away money?” Create better marketing material by speaking to your customers’ JTBD. Focus on delivering emotional progress (getting a Job Done). Don’t focus solely on functionality.

Job theory starts with the premise that we, as humans, always want to improve our various life-situations in a variety of ways.

Customer Jobs doesn’t tell me what kind of innovation I should make or how to build it. Instead, its restricts itself to (1) what customers are struggling with, (2) how they imagine their life being better when they have the right solution, and (3) what they do and don’t value in a solution.

What other solutions did you consider before trying the product? What other solutions have you actually used? If the product wasn’t available to you, what would you have done instead? What solutions have the people you know tried or used?

The desire every customer has to improve themselves and their life-situations. How customers imagine their lives being better when they have the right solution.

Marketing communications should focus on what a product does for (and to) the customer, not on what it is.

But when you frame it around the question, ‘What is the Job your customer is hiring you to do?’ then it really puts a lot of things into perspective and helps you uncover key insights.

Grow your business by unlocking new aspirations and offering products for them. Justin

First, study the push and pull. Dig into inertia and anxiety after identifying push and pull.