The year I discovered Sagmeister

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What job causes you to hire a milkshake? – Clayton Christensen

Absolutely love this 5 minute exploration by Clayton Christensen, Professor at Harvard Business School – in taking an approach to understanding customer behaviour and how by asking a particular question can translate into a marketing solution.

“If you understand the job, how to improve the product becomes just obvious”

“We decided that the way we teach marketing is at the core of what makes motivation difficult to achieve. The most helpful way we have thought of it is that we actually hire products to do things for us and understanding what job we have to do in our lives for which we would hire a product is really the key to cracking the problem of motivating customers to buy what we are offering.”

Found initially via the JBTD site on Medium via the InterCom post.

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Filed under: user research

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