Understanding Customer Needs for Effective Marketing

Doug McColgin, Director of Marketing Strategy at UScellular, says that AI tools aren't enough to build an effective marketing strategy. As more and more companies adopt AI, the playing field will be leveled when it comes to productivity gains. But McColgin thinks AI can be used in more creative ways to differentiate from your competitors. He explains the tests his organization has done, and how two foundational frameworks—Clay Christensen’s Jobs-to-be-Done and Eliyahu Goldratt’s Theory of Constraints—can shape smarter, more strategic AI adoption - focusing on problems, not products. 

For Further Reading:

Jobs to Be Done Theory: https://www.christenseninstitute.org/theory/jobs-to-be-done/

Theory of Constraints: 

https://www.tocinstitute.org/theory-of-constraints.html#:~:text=Eliyahu%20Goldratt,with%20infinite%20sales%20or%20profit

Listen on your favorite podcast app: https://pod.link/1715735755