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. […]

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. […]