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Get Out of the Echo Chamber
Make More Money from your Messaging
with Jobs To Be Done
Claire Suellentrop / Business of Soft...
@ClaireSuellen #BoS2018
@ClaireSuellen #BoS2018
@ClaireSuellen #BoS2018
You know, our product has
some really powerful features...
You know, our product has
some really powerful features...
Oooh, “powerful” is good.
You know, our product has
some really powerful features...
POWERFUL.
I love it.
Oooh, “powerful” is good.
@ClaireSuellen #BoS2018
Save time.
Save money.
Do [________] the easy way.
[________] that doesn’t suck.
21
If your website looks like this...
22
@ClaireSuellen #BoS2018
Jobs To Be Done
@ClaireSuellen #BoS2018
“Jobs To Be Done is the theory that people buy
and use a product because they want to make
themselves better in particular...
An event / situation
triggers a “struggle”
An event / situation
triggers a “struggle”
Person seeks solution
to their struggle
An event / situation
triggers a “struggle”
Person seeks solution
to their struggle
Solution found,
struggle resolved
An event / situation
triggers a “struggle”
Person seeks solution
to their struggle
Solution found,
struggle resolved
Life ...
An event / situation
triggers a “struggle”
Person seeks solution
to their struggle
Solution found,
struggle resolved
Life ...
“Job story”
When _____, help me _____, so I can _____.
How your product solves
your customer’s struggle
@ClaireSuellen #Bo...
So I can...Person seeks solution
to their struggle
Help me... Solution found,
struggle resolved
When... An event / situati...
@ClaireSuellen #BoS2018
My struggle with YNAB
When my partner and I have to front large expenses and rely on
reimbursement...
@ClaireSuellen #BoS2018
My struggle with YNAB
When my partner and I have to front large expenses and rely on
reimbursement...
My struggle with YNAB
When my partner and I have to front large expenses and rely on
reimbursements...
Give me the flexibi...
200%
Increase in conversions
from homepage → pricing page
How do I figure out
the “job” my product does
for my customers?
1. Customer surveys
2. Customer interviews
@ClaireSuellen ...
@ClaireSuellen #BoS2018
bit.ly/bos-2018
I made you templates for both...
Customer surveys
1. Choose a survey platform
2. Build the survey — use survey questions from bit.ly/bos-2018
3. Identify 1...
Customer interviews
1. Email remaining 40 high-value customers
2. Invite them to a 30-minute interview, include link to sc...
An event / situation
triggers a “struggle”
Person seeks solution
to their struggle
Solution found,
struggle resolved
Life ...
You’ll start seeing patterns in survey
replies...
When _____, help me _____, so I can _____.
And your interviews will provide extra context...
@ClaireSuellen #BoS2018
bit.ly/bos-2018
Get your survey template, interview questions,
analysis worksheet:
Thanks!
Any questions? @ClaireSuellen
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Mes...
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Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Messaging

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This video for this talk from Business of Software Conference USA 2018 will be published here soon: http://businessofsoftware.org/videos

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Claire Suellentrop (Founder/CMO, Userlist.io) - Get Out Of The Echo Chamber: How To Use JTBD To Perfect Your Product's Messaging

  1. 1. Get Out of the Echo Chamber Make More Money from your Messaging with Jobs To Be Done Claire Suellentrop / Business of Software 2018
  2. 2. @ClaireSuellen #BoS2018
  3. 3. @ClaireSuellen #BoS2018
  4. 4. @ClaireSuellen #BoS2018
  5. 5. You know, our product has some really powerful features...
  6. 6. You know, our product has some really powerful features... Oooh, “powerful” is good.
  7. 7. You know, our product has some really powerful features... POWERFUL. I love it. Oooh, “powerful” is good.
  8. 8. @ClaireSuellen #BoS2018
  9. 9. Save time. Save money. Do [________] the easy way. [________] that doesn’t suck. 21 If your website looks like this...
  10. 10. 22 @ClaireSuellen #BoS2018
  11. 11. Jobs To Be Done @ClaireSuellen #BoS2018
  12. 12. “Jobs To Be Done is the theory that people buy and use a product because they want to make themselves better in particular ways.” @ClaireSuellen #BoS2018
  13. 13. An event / situation triggers a “struggle”
  14. 14. An event / situation triggers a “struggle” Person seeks solution to their struggle
  15. 15. An event / situation triggers a “struggle” Person seeks solution to their struggle Solution found, struggle resolved
  16. 16. An event / situation triggers a “struggle” Person seeks solution to their struggle Solution found, struggle resolved Life is better
  17. 17. An event / situation triggers a “struggle” Person seeks solution to their struggle Solution found, struggle resolved Life is better What your messaging should speak to
  18. 18. “Job story” When _____, help me _____, so I can _____. How your product solves your customer’s struggle @ClaireSuellen #BoS2018
  19. 19. So I can...Person seeks solution to their struggle Help me... Solution found, struggle resolved When... An event / situation triggers a “struggle” Life is better
  20. 20. @ClaireSuellen #BoS2018 My struggle with YNAB When my partner and I have to front large expenses and rely on reimbursements...
  21. 21. @ClaireSuellen #BoS2018 My struggle with YNAB When my partner and I have to front large expenses and rely on reimbursements... Give me the flexibility to separate those expenses from the rest of our spending...
  22. 22. My struggle with YNAB When my partner and I have to front large expenses and rely on reimbursements... Give me the flexibility to separate those expenses from the rest of our spending... So I can feel confident next month’s budget is accurate, and we’re not accidentally draining our bank account. @ClaireSuellen #BoS2018
  23. 23. 200% Increase in conversions from homepage → pricing page
  24. 24. How do I figure out the “job” my product does for my customers? 1. Customer surveys 2. Customer interviews @ClaireSuellen #BoS2018
  25. 25. @ClaireSuellen #BoS2018 bit.ly/bos-2018 I made you templates for both...
  26. 26. Customer surveys 1. Choose a survey platform 2. Build the survey — use survey questions from bit.ly/bos-2018 3. Identify 1-200 of your most high-value customers 4. Email them with link to survey* 5. Let results roll in — aim for at least 25-50 * Hold back about 40 customers @ClaireSuellen #BoS2018
  27. 27. Customer interviews 1. Email remaining 40 high-value customers 2. Invite them to a 30-minute interview, include link to schedule 3. Aim to hold at least 10 4. Run the calls — use interview questions from bit.ly/bos-2018 5. Record all calls 6. Upload each one to Rev.com to get transcripts @ClaireSuellen #BoS2018
  28. 28. An event / situation triggers a “struggle” Person seeks solution to their struggle Solution found, struggle resolved Life is better
  29. 29. You’ll start seeing patterns in survey replies... When _____, help me _____, so I can _____.
  30. 30. And your interviews will provide extra context...
  31. 31. @ClaireSuellen #BoS2018
  32. 32. bit.ly/bos-2018 Get your survey template, interview questions, analysis worksheet:
  33. 33. Thanks! Any questions? @ClaireSuellen

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