Identify the customer job before framing a business-development offer.
A request names the category; the job names the progress. The operating idea Jobs to Be Done shifts business development from “what product can I sell?” to “what progress is this buyer trying to make?” The mechanism matters: buyers do not adopt a solution because the category is attractive in the abstract; they adopt when a current situation creates pressure, the old workaround becomes costly, and the proposed path feels safer than staying put. A job has a functional side, such as reducing forecast rework, and a social or emotional side, such as looking prepared in front of the board.…
Sign up free — one personalized lesson every day, matched to your role and goals.
Already have an account? Sign in