Using JTBD will help you use goals appropriately as part of a strategy rather than in its place
There are certain things that never change and motivators tend to fall into two categories desires/wants or fear/anxiety. Both are shown in the diagram above in terms of changing behaviour. Desires and wants are the background to Outcome Driven Innovation and therefore Jobs to be Done generally. Tony Ulwick is quite categorical that the focus... Continue Reading →
The Conservative party conference spectacularly shows the difference between a brand culture and a blame culture. As an individual it could be argued that Theresa May was not to blame for anything that happened in Manchester but as a brand (and lets not forget it is fairly recently that it was the Theresa May party)... Continue Reading →
At Ask Your Staff we believe that employee research should be conducted with the same rigour as customer research – otherwise you are showing your own employees a lack of respect. This can impact on retention rates, the willingness of staff to promote the company and therefore the wider company brand. Employee research should be... Continue Reading →
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.
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 →
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 →