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

Graphos Product: https://graphosproduct.com

Why People Buy - Part 2 - JTBD for innovative products with Alan Klement

We‘re all obsessed with product brands, especially those driven by a vision and purpose. Product: Knowledge explores the art of the product launch, from secret Obsession Branding™ techniques to product positioning, product-market fit and other specialized attributes of product marketing that combine to become the difference between stratospheric success stories and catastrophic product failures. It’s the podcast about creating and marketing SaaS, B2B and consumer products people truly need.

Laurier Mandin is founder and CEO of Graphos Product. As the leader of an international product marketing agency, he flushes out insights and creates a window into the fascinating world of product Go-to-Market strategy and successful product launches.

https://graphosproduct.com/

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Why People Buy - Part 2 - JTBD for innovative products with Alan Klement

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