Your customers aren't coming to you because they want a loan. They're coming to you because they need what the loan will help them do. Whether that's starting a business or keeping one running smoothly, understanding the "why" behind your customers' desires is key to better serving them and maintaining lasting relationships.

In this podcast, Bob Moesta and Chris Spiek, creators of the "Jobs To Be Done" framework, share how to uncover what it is your customers need.