The purpose of this interview, was to understand how we as brand builders can improve our toolkit by using Jobs To Be Done. Applying it to our strategy, design, communication and products we create and the customers influence.

Alan Klement is the Principle of Customer Jobs Labs and a voice of authority on all things Jobs To Be Done. I really enjoyed our conversation and we cover a range of topics that all come back to the central thought of how to help people make progress in their lives.

Not surprisingly, Jobs To Be Done theory is being adopted by rapid growth startups like Intercom, who have applied the theory from Marketing to Design. I am so fascinated by Jobs To Be Done and think that it could be extremely powerful and effective when combined with fundamental brand building.

Mahood’s perspective on brand building is from the point of view an ‘actor’ or brand builder. He shares wonderful insights on how to build community and a cult-like status around a product or service. He breaks down the thinking behind iconic tech brands like Snap Inc., Genius, and Everpedia. He is the Co - Founder of Everpedia, and Co - Founder of Genius.com