By Larry Chiang
What makes Jobs To Be Done tough is that buyers are liars. At #BoP17, Bob Moesta said, “As much as they say they want it, it doesn’t mean they’re going to buy it. That’s part of the lie.”
#BoP17 Bank On Purpose (view from 5th Floor at 98 San Jacinto, Four Seasons Hotel
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Jim Young (@PreciselyJim) |
Use “contrast”.
Bob Moesta (@bmoesta)
5/17/17, 6:48 AM
Uncover #JTBD – then Use contrast to drive prototyping (rather than preference) to create understanding to make critical trade-off decisions
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