Part 2 of 2: Alan Klement wrote "When Coffee and Kale Compete: Become great at making products people will buy." The book provides a new way of thinking about your business: people don't buy your product for features, they hire your product to do a job: to make their life better.

Klement’s perspective on “Jobs to Be Done” (JTBD) is game-changing, transforming how product marketers approach and understand products and customers.

Episode 1: What is "Jobs to be done" theory?

Episode 2: A deeper dive: how to apply JTBD to your business.

Book: http://www.whencoffeeandkalecompete.com

Twitter: @alanklement

Jobs to Be Done Website: https://jtbd.info