Marketing
To avoid defining the job to narrowly, work directly with customers to understand not why they bought your product, but how your product fits into what they are trying to accomplish. Ask, “Why are you using that product, what job are you ultimately trying to get done”.
Anthony W. Ulwick • Jobs to Be Done
Clark Barron on LinkedIn: I know, I know—As if I needed another hill to die on... If you’ve… | 12 comments
Clark Barronlinkedin.com
Demand [generation] is a byproduct of brand strength.
You can’t generate demand for something people don’t want or need.
If you want to be the best in the world, don’t start by trying to create the best product or service. Start by figuring out how people want to feel.
Bernadette Jiwa • Marketing
The more the organization understands its customers’ needs, wants, behaviors, and attitudes—that is, much more than their raw demographics—the better it can serve those needs.
Robbie Kellman Baxter • The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue
Product market fit is just narrative distillation for customers. It only makes sense that this same process is as crucial for investors and employees, too. And just as we have spent so many years reinforcing the primacy of founders focusing on product market fit—and the process of how companies converge on it—so too must founders take distilling... See more
Kevin • Narrative Distillation
Understanding the customer’s problem wasn’t enough—to really understand how they perceived our strengths and weaknesses, we needed to understand the alternatives to which they compared us. Customers always group solutions in categories, but talking to them about problems doesn’t necessarily reveal those categories.
April Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
Exactly how many customers are there? Do they all share the same pain points? How enthusiastic are they? How much are they spending? Are they repeating? How often? Why? Are they telling their friends? What are their biggest complaints? Why have some customers left? Can we fix the problems?