Case Study: Culture Trip – making better product development and marketing decisions

The following is a short case study on how Culture Trip, one of my clients, used the insights gained from Jobs to be Done research to make better product development and marketing decisions. When Alan Vanstone, Director of Product at Culture Trip, a growing travel startup with offices in London, New York and Tel Aviv, […]

You are in the Growth business!

Changing your focus from delivering product features to delivering customer growth (progress) to increase revenues. I recently conducted two Customer Jobs* research projects for companies selling SaaS products to small and large businesses. What I have come to realise – and want to advocate here – is: B2B companies are in the “Growth business”, i.e. […]

Creating happy customers through Jobs to be Done thinking

Ultimately, every company exists to serve its customers. Enabling your customers to make progress Focussing on helping your customers become more successful at using your product is crucial if you want to build products that customers will buy and use. This is because your customers define the value of your product to them by measuring the progress they are […]

What Jobs to be Done taught me about our users, our product and our company

Shaperbuddy case study:   If you want to understand why your customers buy and use your product or why they don’t, I strongly recommend Jobs to be Done (JTBD), a theory of customer motivation. Alan Klement’s “When Coffee and Kale Compete” (available for free as pdf) is an excellent primer on the theory of JTBD. […]