How to Market the Job-to-be-Done. At Industry last year, Chris Spiek of the Rewired Group gave a Masterclass talk on the Jobs-to-be-Done framework. Many people there were immediately struck with the realization of how important it is. Ourselves included, who have since used the framework to better position Industry 2016. Here, Matt Hodges from Intercom outlines how marketing teams can take advantage of the information that is learned.
The Art of Saying NO — The App Entrepreneur. Great products have one thing in common: A product leader that says “no” to most ideas. It is that focus — that relentless pursuit of mission — that achieves the impossible: products that touch millions of lives.
Why You Need to Create Buyer Personas (and How to Do It). It may be hard to find the time to create and maintain buyer personas, but some powerful new research from Cintell suggests it’s more than worth your while.