Most independent small business owners assume that when sales slow down, the solution is more marketing — more posting, more advertising, or more visibility.

But increased promotion doesn’t solve a deeper misalignment between what a business sells and the job customers are actually trying to get done.

In this episode of Made for Canada, marketing consultant Cheyanne O’Driscoll introduces the Jobs to Be Done framework in plain language and explains how demand doesn’t disappear — it shifts under new constraints. Using real examples from a historic local theatre and a catering company that adapted its format, this conversation shows how independent businesses can reconnect what they already offer to the demand that already exists.

You’ll learn:

•Why increased promotion often fails when demand feels slow

• What “Jobs to Be Done” really means — and how it explains buying behaviour

• How to evaluate and position one of your offers so it aligns more clearly with real demand

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