Business Freedom Plan
PHASE II - ATHENA
Business Freedom Plan
PHASE II ATHENA
Understand WHY Customers Buy
About ATHENA
You Can't BREAK FREE If You Don't Understand What Your Customer Is Buying...
Are You Focusing on the RIGHT "WHY"?
Instead of focusing on your “why”- your personal mission, you should be focusing on your customer’s “why” – the progress they’re hiring you to help them make.
A huge problem we see all the time is businesses focusing on things from their perspective, instead of trying to see things from their customer’s point of view. When they do, they misdefine their competition and spend millions of dollars chasing innovations that their customers ultimately don’t want (I’m looking at you, “New Coke“).
Focus on Your Customer's PROGRESS
Why Is Your Customer Giving You MONEY?
Harvard Business Professor, Clay Christensen, in describing “Jobs Theory” said, “People don’t buy products or services; they hire them to help them make progress in their life.”
That progress looks different for different products/services, but it answers the fundamental question of business: “Why is your customer paying you money?”
When you can answer that question, you can focus on doing that better and more profitably than anyone else, and you can unlock scale for your business.
The POWER Of Knowing Your Customer's Job
Businesses and organizations that orient around the job their customer is hiring them to do find scale comes faster and easier than their peers, and that their team is better organized and more loyal.
One highly specialized medical practice that we worked with, found itself growing by 40% year over year for 3 years by understanding the job both of their customer segments were hiring them to do. Jobs theory helped them take the organization from near bankruptcy to 8 figure juggernaut in 3 years.
Irish SAAS giant Intercom grew from a $5 million valuation to $10.5 billion in just 10 years. The founder and CEO, Des Traynor wrote “Jobs-to-be-Done allowed us to better understand what needs customers addressed with Intercom, and how we could ultimately improve their experience.”
WE CAN HELP you understand what your customer is hiring you to do, and train your team to do it, too.
