Mike Boysen

The difference between UI, UX and CEX

From a Jobs-to-be-Done perspectiveWe owe it to people who are not in these professions to make it clear what we mean when we say UI, UX and/or CEX. Too often these things get conflated together and begin to lose their meaning. So allow me lay…

Here’s Why Marketers Can’t Generate Demand

Illustration by Phil MardenI realize that this may end up sounding like an exercise in semantics; but I’ve convinced myself otherwise. In general, as companies we need to understand the dynamics of markets much better, so we can create products and ser...

The Five States of Customer “Pain”

What is a Customer Need?Something we have learned over the years is that you can’t simply ask a customer “what do you need?” There are a few simple reasons for this:They will answer the question in the context of your product or service offering — whic...

A framework for Jobs to be Done Interviews

A Framework of Questions for Jobs to be Done InterviewsBest practices on getting everything you need from job executors (users) — from the people who pioneered JTBDIf you’re antsy, here’s a direct link to the frameworkA lot of folks seem to be interest...

The Difference between Market Strategy and Marketing

Whether it’s a misconception, or a conflation, many can’t see the distinct differences between Marketing, and StrategyPerhaps it’s one of the reasons businesses struggle with product success, that fall well below the level of random chance (50/50). Mar...

The Three Levels of Progress in Jobs Theory

If you can identify these three levels of progress, you can align them to the six organic growth paths, and five market strategiesUsing the lens of the job that must be accomplished is perhaps the best way to bring stability and predictability into the innovation…

How to Define the CRM Market for Opportunity

How to Define the CRM Market for Better OpportunityI’ve been around the CRM space since the days of the P.I.M. Can anyone remember what that stands for? I rest my case. As a result, I sometimes get frustrated at the slow pace of change....

You Need to Know This New, Pioneering Approach to CRM

I’ve been working in and around traditional Customer Relationship Management (CRM) for over 20 years. As the Farmer’s insurance guy says “I know a thing or two, ‘cuz I’ve seen a thing or two.” I’ve been on a long struggle to understand my customers,...

The 4 Critical Steps to Unpacking a Job-to-be-Done

Hypothesis: If we create a job story, it requires the assistance of a highly paid consultant to explain to us what it means, and how it will create value…yet we’re still confusedI hear this term “unpacking” way more than I want to these days. It’s...

Understanding Moments of Truth BETTER with Jobs Theory

Hypothesis: Businesses want to be customer-centric but can’t see the trees (data) through the forest (pictures)…and we’re not helpingIsn’t it time we re-evaluated our old mental models describing why customers purchase a product or service? They have done so little to describe why our products...

Lining Up Jobs-to-be-Done with Journey Orchestration Tools

I’m going to wander from my normal product agnostic blog. I was inspired to share my (admittedly) nascent thoughts about a tried and tested innovation framework (outcome-driven innovation, based on Jobs Theory), and an emerging analytics platform that I’m becoming familiar with (Thunderhead ONE...

If you can’t identify an exit strategy, you can’t identify your market #jtbd

Hypothesis: A product or service innovator can determine the best market opportunity, the optimal growth path, and/or an exit strategy before they build their productTo begin, this is one of those touchy subjects because everyone involved in this world is pretty smart, and has an...

How to improve the #eCommerce experience using #JTBD

Hypothesis: People buy products and services to get a job done and the buyer’s journey is a key component of the customer experienceLet’s begin by setting the core Job-to-be-Done aside for a moment, so we can look at a related consumption chain job. Consumption...

All Things Being Equal: Customer Experience is EASY!

Hypothesis: A single functional corporate group can define, control and execute successfully on the customer experienceI graduated college with a degree in Economics. It was a quite awhile ago, so about the only thing I remember well is the term ceteris paribus — or “all things...

JTBD Maturity Framework Comparison Matrix

I’ve taken another stab at this. Not totally different; but some re-wording and re-prioritization based on my observations of the fast-following crowd in Jobs-to-be-Done (not really so fast, quite lagging actually).Keep something in mind as you read this. This is not about marketing; it’s...

The term “Digital” is simply the latest proxy for describing current unmet needs

Grow my company, and maintain profitability. This is likely the core job for any business owner and/or management team. The markets punish public companies that cannot maintain growth and/or profitability over time. Hey founders, initial growth don’t count! Everyone grows from zero.The term “Digital” is...

Is Customer-centricity Dead?

Over the past 20 years or more, the term customer-centricity term has died and risen numerous times. Each time it rises from its own ashes like the phoenix, it takes on a completely new meaning. In fact, the meaning has never changed; but the...

A new look at the Buyer Journey — as a consumption chain Job-to-be-Done

There are so many voices out there talking about customer experience and different ways to improve them that it’s easy to get lost in the every changing sea of opinion. But fear not, because perhaps the only way to understand customer experience is by...

The Data-Driven Job Story

Possibly the most important part of innovation — or consulting for that matter — is the ability to identify a target of opportunity. All too often, we begin with an idea — or worse, we ask a customer what their pain is. What seems to be customer-centric, is actually the...

The Evolution of Purchasing CRM Software

I’ve really neglected to talk about “CRM” in a specific way on a regular basis over the past few years. I’ve been very focused on how to prioritize what customers value and that has taken me into the dark world of innovation. Along the...

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