I remember touring a Murano Glass factory on my honeymoon to Italy. Basically as soon as we stepped foot into the place, a man giving us the tour had us pegged. So when it came time to sell us something, he didn’t just ask us if we wanted to buy some glass art. 

He painted us a picture of a unique conversation piece that we can put in our home, to help us remember this time at the beginning of our marriage. To turn into a family heirloom for when we have kids and grandkids. He wasn’t selling us glass. He was selling us a vision of our future. And it worked like gangbusters. 

So how can we do that for our customers? That’s what Georgiana Laudi is here to talk to us about. She is the co-author of Forget the Funnel, a book that had a profound effect on my business – and today, we’re talking all about jobs to be done, research, and capturing the voice of our customers. 

Top Takeaways

• Understand the "Jobs to Be Done": Customers aren't buying products themselves, but rather the solutions the products offer. Identify the specific jobs your product or service helps customers accomplish. 
• Capture the Voice of the Customer: Conduct customer interviews to capture actual language and patterns from customer conversations. 
• Continuous Customer Research: Regularly conduct foundational research every 6-12 months and ensure it's continually validated based on industry shifts. 

Show Notes

• Georgiana Laudi
• Georgiana on Forget the Funnel
• What are Jobs to be Done?
• Demand Side Sales
• Forget the Funnel
• How to be a Scrappy Researcher (to Actually Sell Products) with Becky Pierson Davidson
• Copyhackers
• Forget the Funnel Podcast

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