How to Use Jobs to Be Done to Perfect Your Positioning – Claire Suellentrop – MicroConf Growth 2018
From the video description
When marketing a product, it’s common for founders to focus on the product itself. "Look at our cool features! We help you do XYZ activity, but better!" This is a recipe for getting lost in the noise, and for losing to competitors with deeper pockets. Instead, capturing your customer's attention requires focusing on her ultimate motivation ("job to be done"), which is to transform her current life-situation into a preferred one.
Topics
Sources
Video by Rob Walling, played through YouTube.
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