Chapter 2

What job do customers really hire me for?

Khách thuê sản phẩm của tôi để làm việc gì?

The chapter's question

What job is the customer trying to get done when they buy your product?

Big idea

Customers don't buy products. They hire solutions to make progress in their lives. Understanding the "job" changes everything.

In this chapter

  1. Part 2.1

    Think in Jobs, Not Products

    What did customers use before your product, and which 3 real competitors does that reveal?

  2. Part 2.2

    The Three Layers of a Job

    Which of the three job layers, functional, emotional or social, does your current product pitch speak to?

  3. Part 2.3

    Four Forces of Progress

    Which holding force, anxiety or habit, is keeping your customers back, and what one concrete step would lower it?

The reading for this chapter is inside Conan School

This chapter has 3 readings, with case stories and exercises. Chapter 1 of Customer Insights - The Art of Understanding Your Customer is free to read right here.

Read in Conan School

Chapters of Customer Insights - The Art of Understanding Your Customer

  1. 1.Do I know my customers, or just assume?
  2. 2.What job do customers really hire me for?
  3. 3.Is buying one click, or a long journey?
  4. 4.Does more customer data mean more insight?
  5. 5.Why does practice sharpen customer insight more than talent?