I was thinking that products can have focus and headroom. Focus is about showing me how it fits into my life and scratches an itch. Headroom liberates my imagination. These aspects of the product connect to the motivational forces known as push and pull (see Bob Moesta). Think how people…

If you wish to start using Jobs to Be Done theory to help your customers make progress with better services and products, but you don’t know what to actually do to come up with Jobs, this article is for you. There are 2 stages to applying Jobs. First understand the…

Jobs to Be Done gives CEOs, Marketers, Product Managers, and Experience Designers a unified way to think about business strategy, customer research, and experience design. This article is a summary of basic Jobs to Be Done concepts based on Clay Christensen’s Competing Against Luck. The Big Idea: Target the circumstances, not the customer Jobs Theory originated with the question…

This is a hypothetical interview, where I ask questions and quote answers from Bob Moesta’s book, Demand-Side Sales 101 (Buy it on Amazon). What it means to be a sales person Vlad: How would you define the job of a sales person? Bob Moesta: “Your job as a salesperson is to help people make progress on their terms……

Most things in life get done through trial and error, and digital products need to support that sort of fuzziness. What scares people about technology is that it’s precise and uncompromising. A bank machine asks you for THE number — you can’t type anything else and nothing happens until you…