I write to people who are driven. They're successful. They care about professional contribution and personal success. And this specifically for this book, it's for people who are great at coming up with solutions. But as a result, they can often fail to understand properly the people that they would like to influence.
Have you ever wondered why there are so many massive flops in business? How many products and services are launched and then almost immediately forgotten? How can companies spend millions and sometimes billions of dollars to produce something that customers ultimately say is not for them? Today I've invited Tony Ulwick, one of the fathers of the Jobs-to-be-Done theory, to help us understand this phenomenon. This is part one of a two part interview, so tune in for part two next week!
Learn more from Tony here: https://strategyn.com/tony-ulwick/
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