Bob Moesta: Understanding how customers buy, using Jobs To Be Done Framework
The Yaag Project
Demand Side Sales - Question Number Three
Most most sales systems are set up for us to sell, but not necessarily for people to buy. And so what happens is they've made trade offs that don't reflect the trade offs of the real consumer. So ultimately, you start to see every new innovation causes a new struggling moment for a different innovation. For example, the iPhone is now more about being a camera than being a phone.
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