😮 Your hidden competition
Hello! Adam Thornhill here. ‘The Podcast Guy’ saving you 10 hours a week.
Enjoy the 101st Podup, with special thanks to ChatGPT Consulting (by yours truly).
Today, we’ll dive into the best insights and ideas from Lenny’s Podcast.
What are your products hired to do? In a competitive market, it's important to understand your customer's true needs. The Jobs To Be Done (JTBD) framework helps you look beyond your product's features to uncover the real reasons customers make their choices.
Jobs To Be Done framework
JTBD argues that people hire products rather than buy them. They're looking to make progress in their life, and behind every decision, there's context and a desired outcome. By understanding this, we can see what truly competes to serve that outcome.
Bob Moesta
Snickers vs Milky Way
Take Snickers and Milky Way. Both are candy bars made from similar ingredients. But if you ask people when they last ate a Snickers or a Milky Way, the stories differ.
Snickers is often a quick fix for missing a meal. It's about recharging to get back to work. With that context, Snickers isn't just competing with other candy bars—it's up against protein drinks, Red Bull, and coffee.
Milky Way is typically consumed after an emotional experience, good or bad, and usually when someone is alone. It doesn't just compete with other sweets. It's up against a glass of wine, a brownie, or a run.
Bob Moesta
Why it matters
All customer behavior is motivated by a push from their current context, and a pull towards a new outcome. To drive sales, it's crucial to understand these motivations and use them to help customers transition from their old product to your new one.
By shifting focus from the supply side (what you're offering) to the demand side (what the customer needs), you open up a whole new competitive landscape that can include unexpected rivals or opportunities. Ignoring this approach risks misunderstanding your customers and, by extension, the market.
Next steps
User interviews. Conduct thorough interviews to understand the 'job' your customer needs done.
Competitive mapping. Think about other ways your customers are solving the same problem.
Product reorientation. Reassess your product features, marketing strategies, and even customer journeys to align more closely with the jobs your customers need to get done.
Team alignment. Educate everyone, from product development to sales, about the JTBD framework to ensure a unified approach to identifying and solving customer needs.
Continuous monitoring. As needs and contexts change, the 'jobs' will evolve. Keep your ears to the ground through regular customer feedback loops.
Your thoughts?
Thanks to ChatGPT Consulting for making this post possible…
Struggling with ChatGPT adoption? Then you’re like most businesses:
✖ Employees are resistant to change
✖ Just 19% have tried ChatGPT
✖ Only 4% use ChatGPT daily
Avoid seeing your company being left behind - lead the way instead.
Transform your business productivity in 4 weeks. The accelerator program is designed to make ChatGPT an integral part of your business DNA.
The best part? It's not a one-size-fits-all approach. Get bespoke 1-on-1 ChatGPT training tailored to every person within your business.
P.S. This program has proven results, with 100% of staff reporting over 5.7% efficiency gains, and some staff boosting productivity by 21.3% 🚀💼
86% of readers have decision-making authority or influence. Reach C-Suite Execs, Directors/VPs, Senior Professionals, and Business Owners/Founders with Podup.
Quotes were pulled at different points of the episode. Sentences were left out to make the narrative more concise. Podup is not associated or affiliated with any podcast.