Brand Building With Jobs To Be Done
Alan Klement of Customer Jobs Lab on Adding some substance to your style
Sometimes, when I encounter a new brand and they do not have any products I “need” , I often wish to myself that they had something I did “need”, just so I could associate with the brand.
Maybe I am alone in this very strange habit, but maybe not.
This little psychological tick is what got me intrigued when I first heard about Jobs To Be Done Theory, I thought “wow” this makes a lot of sense. The brand message was seeking to serve an “emotional job”.
In my mind, Jobs To Be Done picks up where branding drops off. In order to better understand how to build brands I had to talk to someone who could articulate Jobs To Be Done in a digestible fashion.
Alan Klement is that person. I read his book When Coffee And Kale Compete and it opened up a whole new world that brands can use to create even better customer experiences. In this episode we cover everything from JTBD that you will need to know to start implementing it in your brand building efforts.
You can listen to the episode here.
