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JTBD FOR
MARKETERS
–
NOPADON WONGPAKDEE
Headline A/B Test
A B
Shop by text with
expert stylists
Look your best without
the hassle of shopping
Headline A/B Test
A B
Accelerate your Learning.


Develop your thinking through
online discussion
Organise, share and take notes on
web pages, PDFs and academic
papers easily, so you can learn
faster, remember more and get
things done.
Co-founder


Startup Core Strengths


Former EIR @ Citi Ventures


Former Growth Hacker


@ 500 Startups


Using JTBD for 5+ years


Startup Core Strengths:


10 week programme


Seed & Series A companies who
are ready to focus on growth.
Nopadon
• How to create messaging that
connects with prospects


• How JTBD will supercharge your


• Acquisitions


• SEO


• Content Strategy


• What questions to ask and
what to listen for


• The top 3 Mistakes
JTBD for Marketers
TODAY’S
TAKE
AWAYS
How is this going to help us?
Marketing & Sales


• Find more customers


• Convert more customers


• Spot Churn
Product Teams


• Build better products


• Convert & retain more
customers
Founders


• All of the previous


• Create alignment around
true north star metric
A
Framework


For
Customer


Obsession
WHAT IS JOBs


TO BE DONE?
–
01
A framework that will help
you uncover unconscious
motivations that influence
a person’s decision to buy
a product or service
“A product is
‘hired’ to get
a job done.”
SUPPLY SIDE


VS. DEMAND SIDE
THINKING
–
02
Supply vs. Demand Perspective
CUSTOMER


&


CONSUMER
COMPANY,


BRAND &
PRODUCTS
Supply vs. Demand Perspective
?
COMPANY,


BRAND &
PRODUCTS
“THE


WALL”


PRODUCT


-


MARKET


DISCONNECT
Supply vs. Demand Perspective
? SUPPLIERS
INPUTS
“THE


WALL”


PRODUCT


-


MARKET


DISCONNECT
BUSINESS


SYSTEM
STRATEGY
SPECS
SUPPLY-SIDE
PRODUCTS
BENEFITS
FEATURES
EXPERIENCES
ATTRIBUTES
DESIGN
&
DEVELOPMENT
|
SALES
&
MARKETING
WHAT THE COMPANY
CAN DELIVER — PUSH
COMPANY,


BRAND &
PRODUCTS
“THE


WALL”


PRODUCT


-


MARKET


DISCONNECT
Demand-Side Journey
Unaware


of need
Researching
solutions
Trying a


solution
Aware of


a need
Comparing


solutions
Demand-Side Journey
Everything


you see
Thinking


brain
Filter criteria


1) Familiarity


2) Goal relevance
Demand-Side Journey
Anxiety
Goal
Hope
Struggle
Question
Deadline
All in one app!
Feature
Feature
Feature
Price
? ? ?
Demand-Side Journey
Anxiety
Goal
Hope
Struggle
Question
Deadline
Struggle
Answer
Answer
Goal
Hope
NOW YOU CAN…
–
The Timeline
Unaware


of need
Aware /


passive looking
Actively


researching
Enjoying


solution
Comparing


solutions
First thought Trigger Trigger Trigger
The Problem with Personas
MISTAKE 1:


SUPPLY SIDE
THINKING
–
Headline A/B Test
A B
Shop by text with
expert stylists
Look your best without
the hassle of shopping
Winner 5X
Headline A/B Test
A B
Accelerate your Learning.


Develop your thinking through
online discussion
Organise, share and take notes on
web pages, PDFs and academic
papers easily, so you can learn
faster, remember more and get
things done.
Winner10X
OUTCOMES


& BLOCKERS
–
04
A Desired Outcome is
the ultimate goal/aim
that your prospect is
trying to achieve.
Desired outcomes have:
Functional


Emotional


& Social


Components
Desired Outcomes
Functional?


Emotional?


Social?
Desired outcomes
Functional


Emotional


Social
Desired outcomes
Functional?


Emotional?


Social?
Desired Outcomes
Functional


Emotional


Social?
MISTAKE 2:


THINKING YOUR
CUSTOMERS ARE THE
SAME
–
100X in 4 Years
4 Distinct Jobs
👍
👎👎
Supply side thinking
Desired Outcomes
+35-40%
🔥
• Create copy that cuts
through and resonates
with your prospects


• Understand what you
prospect is ultimately
trying to achieve
How will
we use
this?
• You will understand why
customers are or are not
attracted to your product,
helping more customers buy
your product, and creating
copy that connects with
customers.
How will
we use
this?
•Interviews


•Interviews


•And more
interviews
How will
we use
this?
The Timeline
Unaware


of need
Aware /


passive looking
Actively


researching
Enjoying


solution
Comparing


solutions
First thought Trigger Trigger Purchase


/ switch
The Timeline
Unaware


of need
Aware /


passive looking
Actively


researching
Enjoying


solution
Comparing


solutions
First thought Trigger Trigger Purchase


/ switch
The Timeline
Unaware


of need
Aware /


passive looking
Actively


researching
Enjoying


solution
Comparing


solutions
First thought Trigger Trigger Purchase


/ switch
11X in 11 Months
It isn’t about payments!
Upstream struggles
OUTCOMES


& BLOCKERS
–
04
Creates demand Reduces demand
Motivation Friction
Forces Driving Demand
Promise of the new
Anxiety of the new
Pull
Anxiety
Pain of the current situation
Push
Habit of the present
Habit
Forces Driving Demand
1 2
3
4
Pain of the present


• What do prospects
struggle with?


• What pain is causing them
to


search for a new way of
doing thing?
Push
Forces driving demand
1
Motivation
Creates demand
Promise of a new future


• What do they think they
are trying to achieve?


• What is their ultimate
goal?


• What will you allow them
to do?
Pull
Forces driving demand
2
Motivation
Creates demand
“Habit and Anxiety are your
silent competitors… These forces
are just as much competitors as
any product produced by a
competing business.”


—Alan Klement
“How does it work?”
Anxiety of the new


• Exist when prospects
have never used a
particular product


• Unfamiliar Product or
Category
Reduces demand
Anxiety Friction
Forces hindering demand
“Looks complicated”
“What is this?”
“How does this help?”
3
“We’ll need to get buy in from X,Y,Z…”
Habit of the present


• What habits do they
have to break to use you?


• What is making it really
hard functionally,
emotionally, or socially to
change
Reduces demand
Habit Friction
Forces hindering demand
“We’ll have to migrate from
solution x”
4
Habit of the present


• Inability to Try


• (Gemist, Warby Parker)


• Multiple Stakeholders


• (Technical stakeholder
etc.)


• Switching Cost


• (excel vs lotus)


• Requires a Change in
Behaviour


• change in sales process
Habit
Forces hindering demand
4
Reduces demand
Friction
Pull/promise
Anxiety
Push/pain
Habit
The Four Forces
1 2
3
4
A) “Meeting Ping
Pong”


B) “Slowing down my
deals!”


A) “Close more Sales”


B) “Look more
professional”
A) “Does it integrate
with my calendar?


B) “Will it work with
my CRM?”


C) “I’m not technical”
A) “We’ll need buy in
for this”


B) “What will my
SDRs do?”


C) “We’ll have to get
rid of our chat app”
Factors that cause inertia


• Habit


• Inability to try


• Cost of switching


• Change in behaviour


• Multiple stakeholders
PULLING IT ALL
TOGETHER
–
EXAMPLES
Supply side thinking
Now you can…
Pain/push
All supply side All demand side
Outcomes
Guessing Anxiety busting!
Anxiety busting!
Supply side
45-50%
🔥
3X in 6 Months
Anxiety busting!
MISTAKE 3:


NOT ASKING THE
RIGHT QUESTIONS
–
THE


INTERVIEW
–
05
• Imagine I was shooting a documentary


• Take them back in their mind to that
first moment. (Who were you with?
What were you wearing?)


• Unpack vague terms or generalities


• It’s not a list of questions (more on that)


• Record them & Buddy Up
Best practices
• It’s a skill


• Practice


• You’ll need to do several


• Patterns will emerge
A quick note
Let’s make this real: Getting insights
Pain of the present


• What do prospects
struggle with?


• What are their unmet
needs?
Push
What to ask /


What to listen for
• Take me back to when you
first thought of buying
something like this?


• Listen for obvious
JTBD and needs


• What made you buy at this
moment?


• Listen for the
trigger, what
changed in their
situation?
Motivation
1
Let’s make this real: Getting insights
Promise of a new future


• What do they think they
are trying to achieve?


• What will you allow them
to do?
Pull
What to ask /


What to listen for
• What were you trying to
achieve? (through buying
this product)


• Listen for the
ultimate goal (social
or emotional) Hint:
it’s not about your
product, features or
benefits


• Describe the
transformation you expect
from this product


• Listen for outcomes/
success criteria
Motivation
2
Let’s make this real: Getting insights
Anxiety of the year


• What mental tradeoffs are
they making?


• What about you/your
product give creates
uncertainty?
Anxiety
What to ask /


What to listen for
• Tell me the story of buying
this product?


• Listen for anxieties,
comprehension
issues, emotional
decisions


• What worried you about
the other solutions or ours?


• Listen for the success
criteria and anxieties
Friction
3
Let’s make this real: Getting insights
Habit of the present


• What allegiances to the


old way do they have?


• What’s keeping them


from progressing?
Habit
What to ask /


What to listen for
• How long had you been
thinking about this
purchase?/What took so
long?


• Listen for factors of
inertia, what
complicating issues
were there?


• Describe how hard it was
replacing the old way of
doing things?


• Listen for Social/
Emotional inertia what
was hard to deal with?
Friction
4
B2B Specific Questions
How is this project viewed
inside the organisation?


How did this project affect
your business?


Who cared about the
outcomes of this project?
Sample questions What to listen for
• Find out if your prospect
undertook this project to gain
wider recognition, social or
emotional jobs.


• We're listening for the
outcomes that were expected
from this project.


• We're listening for other
stakeholders who are involved
in the decision making. this will
tell us who inside the business
owns the project and its results
B2B Specific Questions
What did success look like?


What did you need from
your supplier?


How could you have
achieved the same outcome?
Sample questions What to listen for
• What does success look like
from the business with a client's
perspective? Listen for
emotional jobs.


• Listen for functional emotional
or social needs. Avoid
discussions of price or
convenience. Ask why.


• We are listening for alternative
solutions. Look beyond obvious
suppliers to the job to be done.
• Stop your Supply Side thinking


• Don’t Ignore your customers
Habits & Anxieties


• Talk to Prospects and ask the
right questions
JTBD for Marketers
GET IT


DONE!
–

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JTBD for Marketering - Nopadon.pdf

  • 2. Headline A/B Test A B Shop by text with expert stylists Look your best without the hassle of shopping
  • 3. Headline A/B Test A B Accelerate your Learning. Develop your thinking through online discussion Organise, share and take notes on web pages, PDFs and academic papers easily, so you can learn faster, remember more and get things done.
  • 4. Co-founder Startup Core Strengths Former EIR @ Citi Ventures Former Growth Hacker @ 500 Startups Using JTBD for 5+ years Startup Core Strengths: 10 week programme Seed & Series A companies who are ready to focus on growth. Nopadon
  • 5. • How to create messaging that connects with prospects • How JTBD will supercharge your • Acquisitions • SEO • Content Strategy • What questions to ask and what to listen for • The top 3 Mistakes JTBD for Marketers TODAY’S TAKE AWAYS
  • 6. How is this going to help us? Marketing & Sales • Find more customers • Convert more customers • Spot Churn Product Teams • Build better products • Convert & retain more customers Founders • All of the previous • Create alignment around true north star metric
  • 8. WHAT IS JOBs TO BE DONE? – 01
  • 9. A framework that will help you uncover unconscious motivations that influence a person’s decision to buy a product or service
  • 10. “A product is ‘hired’ to get a job done.”
  • 11. SUPPLY SIDE VS. DEMAND SIDE THINKING – 02
  • 12. Supply vs. Demand Perspective CUSTOMER & CONSUMER COMPANY, BRAND & PRODUCTS
  • 13. Supply vs. Demand Perspective ? COMPANY, BRAND & PRODUCTS “THE WALL” PRODUCT - MARKET DISCONNECT
  • 14. Supply vs. Demand Perspective ? SUPPLIERS INPUTS “THE WALL” PRODUCT - MARKET DISCONNECT BUSINESS SYSTEM STRATEGY SPECS SUPPLY-SIDE PRODUCTS BENEFITS FEATURES EXPERIENCES ATTRIBUTES DESIGN & DEVELOPMENT | SALES & MARKETING WHAT THE COMPANY CAN DELIVER — PUSH
  • 15.
  • 16.
  • 17. COMPANY, BRAND & PRODUCTS “THE WALL” PRODUCT - MARKET DISCONNECT Demand-Side Journey Unaware of need Researching solutions Trying a solution Aware of 
 a need Comparing solutions
  • 18. Demand-Side Journey Everything you see Thinking brain Filter criteria 1) Familiarity 2) Goal relevance
  • 19. Demand-Side Journey Anxiety Goal Hope Struggle Question Deadline All in one app! Feature Feature Feature Price ? ? ?
  • 22. The Timeline Unaware of need Aware / passive looking Actively researching Enjoying solution Comparing solutions First thought Trigger Trigger Trigger
  • 23. The Problem with Personas
  • 25. Headline A/B Test A B Shop by text with expert stylists Look your best without the hassle of shopping Winner 5X
  • 26. Headline A/B Test A B Accelerate your Learning. Develop your thinking through online discussion Organise, share and take notes on web pages, PDFs and academic papers easily, so you can learn faster, remember more and get things done. Winner10X
  • 28. A Desired Outcome is the ultimate goal/aim that your prospect is trying to achieve.
  • 35.
  • 36. 100X in 4 Years
  • 38.
  • 39. Supply side thinking Desired Outcomes +35-40% 🔥
  • 40. • Create copy that cuts through and resonates with your prospects • Understand what you prospect is ultimately trying to achieve How will we use this?
  • 41. • You will understand why customers are or are not attracted to your product, helping more customers buy your product, and creating copy that connects with customers. How will we use this?
  • 43. The Timeline Unaware of need Aware / passive looking Actively researching Enjoying solution Comparing solutions First thought Trigger Trigger Purchase / switch
  • 44. The Timeline Unaware of need Aware / passive looking Actively researching Enjoying solution Comparing solutions First thought Trigger Trigger Purchase / switch
  • 45.
  • 46. The Timeline Unaware of need Aware / passive looking Actively researching Enjoying solution Comparing solutions First thought Trigger Trigger Purchase / switch
  • 47. 11X in 11 Months
  • 48. It isn’t about payments!
  • 51. Creates demand Reduces demand Motivation Friction Forces Driving Demand
  • 52. Promise of the new Anxiety of the new Pull Anxiety Pain of the current situation Push Habit of the present Habit Forces Driving Demand 1 2 3 4
  • 53. Pain of the present • What do prospects struggle with? • What pain is causing them to 
 search for a new way of doing thing? Push Forces driving demand 1 Motivation Creates demand
  • 54. Promise of a new future • What do they think they are trying to achieve? • What is their ultimate goal? • What will you allow them to do? Pull Forces driving demand 2 Motivation Creates demand
  • 55. “Habit and Anxiety are your silent competitors… These forces are just as much competitors as any product produced by a competing business.” —Alan Klement
  • 56. “How does it work?” Anxiety of the new • Exist when prospects have never used a particular product • Unfamiliar Product or Category Reduces demand Anxiety Friction Forces hindering demand “Looks complicated” “What is this?” “How does this help?” 3
  • 57. “We’ll need to get buy in from X,Y,Z…” Habit of the present • What habits do they have to break to use you? • What is making it really hard functionally, emotionally, or socially to change Reduces demand Habit Friction Forces hindering demand “We’ll have to migrate from solution x” 4
  • 58. Habit of the present • Inability to Try • (Gemist, Warby Parker) 
 • Multiple Stakeholders • (Technical stakeholder etc.) 
 • Switching Cost • (excel vs lotus) 
 • Requires a Change in Behaviour • change in sales process Habit Forces hindering demand 4 Reduces demand Friction
  • 59. Pull/promise Anxiety Push/pain Habit The Four Forces 1 2 3 4 A) “Meeting Ping Pong” B) “Slowing down my deals!” A) “Close more Sales” B) “Look more professional” A) “Does it integrate with my calendar? B) “Will it work with my CRM?” C) “I’m not technical” A) “We’ll need buy in for this” B) “What will my SDRs do?” C) “We’ll have to get rid of our chat app” Factors that cause inertia • Habit • Inability to try • Cost of switching • Change in behaviour • Multiple stakeholders
  • 61. Supply side thinking Now you can… Pain/push
  • 62. All supply side All demand side Outcomes
  • 65. 3X in 6 Months
  • 67. MISTAKE 3: NOT ASKING THE RIGHT QUESTIONS –
  • 69. • Imagine I was shooting a documentary • Take them back in their mind to that first moment. (Who were you with? What were you wearing?) • Unpack vague terms or generalities • It’s not a list of questions (more on that) • Record them & Buddy Up Best practices
  • 70. • It’s a skill • Practice • You’ll need to do several • Patterns will emerge A quick note
  • 71. Let’s make this real: Getting insights Pain of the present • What do prospects struggle with? • What are their unmet needs? Push What to ask / What to listen for • Take me back to when you first thought of buying something like this? • Listen for obvious JTBD and needs • What made you buy at this moment? • Listen for the trigger, what changed in their situation? Motivation 1
  • 72. Let’s make this real: Getting insights Promise of a new future • What do they think they are trying to achieve? • What will you allow them to do? Pull What to ask / What to listen for • What were you trying to achieve? (through buying this product) • Listen for the ultimate goal (social or emotional) Hint: it’s not about your product, features or benefits • Describe the transformation you expect from this product • Listen for outcomes/ success criteria Motivation 2
  • 73. Let’s make this real: Getting insights Anxiety of the year • What mental tradeoffs are they making? • What about you/your product give creates uncertainty? Anxiety What to ask / What to listen for • Tell me the story of buying this product? • Listen for anxieties, comprehension issues, emotional decisions • What worried you about the other solutions or ours? • Listen for the success criteria and anxieties Friction 3
  • 74. Let’s make this real: Getting insights Habit of the present • What allegiances to the 
 old way do they have? • What’s keeping them 
 from progressing? Habit What to ask / What to listen for • How long had you been thinking about this purchase?/What took so long? • Listen for factors of inertia, what complicating issues were there? • Describe how hard it was replacing the old way of doing things? • Listen for Social/ Emotional inertia what was hard to deal with? Friction 4
  • 75. B2B Specific Questions How is this project viewed inside the organisation? How did this project affect your business? Who cared about the outcomes of this project? Sample questions What to listen for • Find out if your prospect undertook this project to gain wider recognition, social or emotional jobs. • We're listening for the outcomes that were expected from this project. • We're listening for other stakeholders who are involved in the decision making. this will tell us who inside the business owns the project and its results
  • 76. B2B Specific Questions What did success look like? What did you need from your supplier? How could you have achieved the same outcome? Sample questions What to listen for • What does success look like from the business with a client's perspective? Listen for emotional jobs. • Listen for functional emotional or social needs. Avoid discussions of price or convenience. Ask why. • We are listening for alternative solutions. Look beyond obvious suppliers to the job to be done.
  • 77. • Stop your Supply Side thinking • Don’t Ignore your customers Habits & Anxieties • Talk to Prospects and ask the right questions JTBD for Marketers