Why people choose to use your product

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 me , was in the second last chapter in the book – Des Traynor – one of the co-founders has taken a look at the topic: How people buy your product. I won’t cover the 4 things he covers (you will need to get the book for that) but in the introduction to the chapter, he brings a great nuance to the Jobs-to-be-done (JTBD) methodology.

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 with their problem space 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”.

Des Traynor (Intercom on Marketing)

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!