Build a digital marketing strategy around unmet outcomes When potential customers use Google to find and evaluate product alternatives, they rarely start by entering the product name and model because they have yet to discover it. Rather, they enter keywords or phrases that are associated with the “Job-to-be-Done,” such as a job step or a specific

• Fewer jobs-to-be-done. Focus on just 1-2 jobs-to-be done that are shared by many clients. The more jobs, the harder to productize. You can always expand.


• Scalable access. Find and tap into high-quality talent channels. Mechanical Orchard did this with the Pivotal Labs network (CEO Rob Mee used to run that company). Where’s your leg up?


• Piggyb

outcome-based consulting—so here’s a quick breakdown: