"Through the years we’ve uncovered the six stages a buyer must walk through before making a purchase : First Thought—creating the spa...

" Part of the “Five Whys” is to take a step back and not talk about what the customer wants from the solution perspective . For ex...

   " Buying is very different than selling . The best sales process mimics the progress that people are trying to make in their lives. ...

 "A sales funnel based on the probability someone will buy, without understanding what causes them to buy, made no sense to me. In my e...

 " sales isn’t about selling what you want to sell, or even what you, as a salesperson, would want to buy. Selling isn’t about you . Gr...

"Every company is interested in why people buy their products, but rewind time a bit further and you’ll find even more fundamental ins...

Um interessante artigo de Ulwick, " The Jobs-to-be-Done Growth Strategy Matrix” by Anthony Ulwick " "The growth strategie...

"According to “jobs” theory, people do not buy products or services—they hire them to do a job . ... At a deeper level, what this mean...

Costumo usar esta figura para tentar introduzir o conceito de Job-to-be-done. Não basta dizer calçado de senhora, não basta pensar num a...

Parte I e parte II . . Escrevi nas peças anteriores desta série: "Quando uma empresa se concentra no que transacciona, perde uma o...