I’ve just finished reading Intercom on Marketing – and I would strongly suggest you grab yourself a copy. It’s a quick read – but that does not mean it is not packed with useful insights on things that you may already think you had a good grasp on. Always be learning!
One one of the things that stood out for
If you not familiar with the JTBD methodology, you can read more about it here, but he shares the famous quote:
People don’t want to buy a quarter inch drill. They want a quarter inch hole.Theodore Levitt
So you may have heard that before – or a version of it shared to you at some conference you attended, but Des goes on to share this bit…
Some people are so familiar withDes Traynor (Intercom on Marketing)
their problemspace that they’ve already made up their mind that they want a quarter-inch drill, and they’re actually going to go searching for a quarter-inch drill bit, not “hanging a frame”.
The JTBD method is primarily used in product design to try help you understand what jobs a customer hires your product for – but you can also use it in marketing to help you map out ways your product can possibly be pitched to potential customers.
It’s a subtle shift from the original meaning of JBTD in my opinion, but from a marketing perspective, it’s a great way to start understanding how you need different kinds of marketing based on the road a customer is on which may lead them to try your product.
Like I said, I highly recommend you get this book. It’s well worth it!