Bob Moesta: Understanding how customers buy, using Jobs To Be Done Framework
The Yaag Project
Do You Like Steak or Pizza?
Most marketers are taught about features and benefits, but they don't actually realize like it's the context that adds as much value as the product. One is basically to tell people a story that they can relate to. Two is to give them a new metric,. That they don't measure right now. Third one is basically, you know, asking them a question and not answering it. The fourth one is literally like, it stayed in the obvious. So my thing is, for example, most people get to a new mattress is they actually start to ask like, how did you sleep last night? Right.
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