Marketing framework case study breakdownfrom @gigi.yaps

Transcript

Day two of teaching you a new marketing framework that you need to know. Today, I'm telling you all about jobs to be done. K. So this was actually uncovered by McDonald's, funny enough, all because of a milkshake. So in the early two thousands, McDonald's was trying to figure out how they could sell more milkshakes. So they started observing exactly when and why people were actually purchasing these milkshakes. That's when they noticed something really weird that a large portion of their milkshakes were actually being sold really early in the morning, often to people who were completely alone. As it turns out, these customers weren't just buying milkshakes in the morning because they wanted something sweet super early. It was because they wanted something for their long commute to work every morning. Think about it. Milkshakes are filling. They're really easy to grab with just one hand, and they make that really long, boring drive to work every morning a little bit more enjoyable. And it was this discovery that helped worse simple. People don't just buy products. They hire products to do a job in tier life. And that job isn't necessarily something you would always expect. Think about it with Nike shoes, for example. A lot of people don't buy the shoes because they're shoes or because they know that they're gonna be running a lot. Maybe they're buying them as motivation to start running or maybe even to start associating with the aesthetic of being an athlete. So here's the key thing to remember from this. Stop asking what features your customers want to see. Start asking what job they're actually hiring your product to do and how you can make that job as easy for them as possible and turn your product into the very best employee. Make sure to come back for day three and follow to learn all about marketing.