This week I stumbled upon this piece by Andrew Glaser.
I didn’t know Andrew before, but, I just found out, he co-founded Laser Ventures, a hybrid consulting VC with Bob Moesta.
Bob has been one of the most influential people I discovered in recent years. He’s one of the creators of JTBD. His work and teachings have profoundly shaped the way I approach creation nowadays.
For those who don’t know it, JTBD is a tool for studying consumer behavior. It helps you uncover why people buy one product instead of others. And as such, it’s a game-changing tool for shaping solutions people will be willing to buy and adopt.
They studied Wild Bill’s Premium Soda and the jobs that people hire it for. What did they find out? Well, definitely not what they expected.
Want to see JTBD in practice and the revealing insights you can get with it? If so, you can read the whole article here.
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Have a creative time.
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