realized it wasn’t just about the product and what it did—the buying process mattered too. (Location 216)
Demand-side: The focus is on understanding the buyer and the user. How do people buy and how do they make progress? What’s causing them to make a purchase? You design your go-to-market strategy around the buyer’s worldview, not the product. (Location 389)
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!” Theodore Levitt, professor, Harvard Business School (Location 529)
Great sales begins with understanding the JTBD by your customer and the progress they are trying to make: What is the situation they are in? What’s the outcome they seek? What are the tradeoffs they are willing to make? (Location 573)
There are three different categories of motivation: functional, emotional, and social. (Location 584)
Our experience has taught us that the money is made on the anxiety side of the equation. If you can figure out what’s holding people back, you can shortcut the sales process and really increase profits. (Location 618)
First Thought—creating the space in the brain Passive Looking—learning Active Looking—seeing the possibilities Deciding—making the trade-offs and establishing value Onboarding—the act of doing the JTBD, meeting expectations and delivering satisfaction and value Ongoing Use—building the habit (Location 634)
