Why People Buy – Part 2 – JTBD for Innovative Products with Alan Klement

Part 2 of 2: Our discussion continues with Alan Klement, author of “When Coffee and Kale Compete” We explore with Alan the methods of describing Jobs to Be Done” (JTBD) for products with numerous core functions, and how Customer Jobs can help motivate consumers to achieve social good.

Klement explains the differences between Process Goals and Outcome Usage Goals, and the importance of knowing which are being targeted. It’s an important and insight-filled episode for inventors, product managers and anyone with ain interest in marketing.

Episode 1: What is “Jobs to be done” theory?
Episode 2: A deeper dive: how to apply JTBD to your business.