When marketing a product, it’s common for founders to focus on the product itself with pitches like “Look at our cool features! We help you do X activity better!” Which can just get lost in the noise.

Capturing your customer’s attention requires focusing on their ultimate motivation (“job to be done”), to transform her current situation into a preferred one.

Claire Suellentrop loves getting inside customers' heads, uncovering what those customers really care about, and using these juicy details to create great marketing. She's currently the co-founder of two companies: Userlist.io (behavior-based email for SaaS products), and Forget The Funnel (SaaS marketing training).

recorded live at Business of Software Conference UAS 2018 in Boston, Ma

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