Things we wished someone told us, before we put the JTBD interview to practice.| Commoncog
One simple idea that falls out of the Heart of Innovation book — that you can use immediately — is this idea of selling into situations, not selling to ideal customer profiles. It’s what the pros do anyway.| Commoncog
Three cases from The Heart of Innovation, picked to demonstrate the ideas of Deliberate Innovation.| Commoncog
A theory of demand (and product market fit) that explains it all, and does NOT require ‘pain’ to do it.| Commoncog
We study the rise of Vanguard, the index fund management company, as a case study of how customer demand is not always about pain.| Commoncog
How and why the Jobs to be Done Framework can help you sell more, faster, and accelerate your understanding of demand.| Commoncog
How to get better, faster at the skill of uncovering demand, which underpins the skill domains of sales, marketing, and product.| Commoncog