Caitlin Bourgoin, the founder of Why We Buy, specializes in buyer psychology and offers insights into what drives customer decisions. She discusses the importance of customer discovery calls and the 'Jobs to Be Done' theory for understanding buyer motivations. Caitlin reveals three powerful questions to ask during these calls and challenges common marketing assumptions. She emphasizes the need to shift from vanity metrics to genuine engagement, advocating for strategies that prioritize client conversion and authentic communication in marketing.
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volunteer_activism ADVICE
Customer Discovery Calls
Conduct customer research calls, or "clarity calls," to understand client behavior.
Focus on reconstructing the buyer's journey, not just product feedback.
insights INSIGHT
Jobs to Be Done Theory
Customers don't buy products for their features but to get specific jobs done.
Understanding those jobs is key to product development and messaging.
question_answer ANECDOTE
Intercom Example
Intercom's map feature, initially for visualizing customer locations, became a social proof tool.
Observing how customers use products can reveal unexpected jobs they're trying to get done.
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In this influential business book, Clayton Christensen shows how even the most outstanding companies can lose market leadership when they fail to adapt to disruptive innovations. Christensen explains why companies often miss new waves of innovation and provides a set of rules for capitalizing on disruptive technologies. The book uses examples from various industries, including the disk drive, mechanical excavator, steel, and computer industries, to illustrate trends that lead to success or failure in the face of disruptive technologies.
Breakthrough advertising
Eugène Schwartz
Eugene M. Schwartz
Published in 1966, 'Breakthrough Advertising' by Eugene M. Schwartz is a seminal work in the field of advertising copywriting. The book emphasizes the importance of understanding the psychology of consumer behavior and the five levels of market awareness: unaware, problem-aware, solution-aware, product-aware, and most-aware. Schwartz discusses key concepts such as the mechanism of desire, intensifiers, and the structure of advertising copy to maximize impact. He also stresses the need to identify and channel existing mass desires onto a product or service, rather than trying to create new desires. The book provides practical advice on crafting headlines, testing and optimizing ads, and aligning product benefits with customer desires.
The innovator's solution
Clayton M. Christensen
This book builds on Christensen's earlier work, 'The Innovator's Dilemma', by providing practical advice and frameworks for executives to handle disruptive innovation in large organizations. It distinguishes between sustaining and disruptive innovations, and offers strategies for identifying the right customers, managing processes, and creating new value networks. The authors emphasize the importance of learning new skills, appointing the right people, and making strategic investments in growth initiatives[2][3][4].
04:00: The most important thing to learn when interviewing your customers 09:00: How to apply the "jobs to be done" theory to your product 13:00: The difference between understanding buyers and understanding why they bought a product 19:00: How to combine customer research with customer conversations you already have 24:00: The two questions I ask everyone who buys from me 27:00: 3 powerful questions to ask in a customer discovery call 33:00: 3 assumptions marketers make that are usually wrong 41:00: The one thing you should assume drives most customer decisions 46:00: How to get more conversions from your headlines 47:00: How to improve your call to action 50:00: The best way to improve your email list signup page 1:01:00: The best news perfectionists will ever hear
Clients from Content 
