Bob Moesta: Understanding how customers buy, using Jobs To Be Done Framework
The Yaag Project
The Milkshake Story, You Know?
In B2B, there are three motivational energies: functional, social and emotional. How do you go beyond that to uncover the real story as to why people are? There's a great book called Never Split the Difference by Chris Voss. And it's this notion of playing naive and saying like, I don't know what you mean by that. The other part is to realize like in B2B situations, most people try to make it seem very rational. But, but, but the reality is it is as emotional and social as anything else.
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