Longer post on the various jobs to be done techniques and how these can be used by any company to transform the way they do business.
Whenever you interview people about needs statements or how they would improve a product or service at least one person says something akin to "Cheaper, Better, Faster". Such a statement is rarely possible to turn into any meaningful action because you have to interpret what each of the three words means. You are likely to... Continue Reading →
"Opinion is half way between knowledge and ignorance" Plato There are a number of ways to deal with fake news or alternative facts but the best way is to appreciate real "experts" in journalism and other areas of life. The problem is arguably a bigger problem in the UK than in the US as we... Continue Reading →
After a short twitter conversation, I was flicking through Tony Ulwick’s “what customer wants” the other day and was reminded of one of a number of reasons why I decided to focus my business on utilising this framework. In a word it can be summed up by one word: “Pushing” Not pushing in terms of... Continue Reading →
Contrary to popular opinion the world will not end the day that President Trump takes office and now is a good time to prepare for 2017. In over 90% of companies, managers are not clear as to what their customer needs are let along what they want. As a result their gut feel approach to... Continue Reading →
The presidential election in the US and the Brexit referendum were unsurprising based on the actual evidence – both were too close to call – but in each case people were shocked because they only heard the information they wanted to hear. In the past I have suggested that this was because commentators lacked the... Continue Reading →
A questionnaire is an extension of the brand. It will be resented if too long or it asks questions that overload the interviewee.
Without doubt the way that business communications and marketing methods are assessed needs to change. Digital marketing has seen to this providing what appears to be a comprehensive funneling system, but other marketing channels are less well served but are still important. No one would suggest to an air conditioning manufacturer to spend all his... Continue Reading →